People, data and culture aligned
Services
Brand Strategy
Creative Direction
Design System
Digital Product Design
Client
BlueQuo
Industry
HR & Recruitment
BlueQuo began as a recruitment agency, but the business was outgrowing that label. We helped them reposition as a product-first company, turning their HR expertise into software for hiring, culture, and people management.
From recruitment agency to people-management software company
Industry
The industry assumption: recruitment is a service, software is a tool.
In HR, the assumption is clear: recruitment is a service and software is a supporting tool.
Most players simply “add tech” around their consulting rather than rebuilding their value proposition around products, leaving organizations stuck between transactional recruitment and complex, generic HR platforms.
We helped BlueQuo claim the gap with a product-led, human-centric alternative and built the brand from that strategic opportunity.
Strategy
Turning BlueQuo from a recruitment narrative into a product-led people-management platform.
We reframed BlueQuo’s story from “recruitment experts” to a product-led people-management platform that turns their HR insight into software.
We restructured the offer into clear product pillars (hiring, onboarding, engagement, development), with consulting positioned as an accelerator around those products rather than the core.
This narrative connects technology and human impact, placing software at the centre of the business strategy and positioning BlueQuo as a long-term people-management partner, not just a vendor for individual hires.
Identity
A digital-first, product-ready system that’s still deeply about people.
“We’d been talking about ourselves like a recruitment firm while quietly building software. Astrophat helped us flip that story. They turned our HR know-how into a clear product narrative and a digital-first identity that finally reflects the company we’re becoming.”
Pedro de las Rivas
CEO BlueQuo