Seek –– Brand Refresh
The client wished to develop a more modern and flexible brand solution. One that could stretch from strong, corporate communications, all the way through to highly engaging campaigns. This project was completed while contracted with Designworks, Melbourne.
Seek's unifying idea was born from the head and heart nature of employment. When changing jobs, we all jump between the rational benefits of employment and the emotional fulfilment a passionate career can provide us.
The brand essence is designed to speak to both. Informing the rational head and inspiring the emotional heart.
The identity system is designed to stretch from functional communications through to highly engaging, emotionally-driven marketing. To meet the needs of different audiences and be able to relate to very different mindsets. From employers (functional) to jobseekers (emotional).
The launch campaign drew inspiration from the most fundamental component of Seek's employment website. It's also the very first action a jobseeker takes - using the search tool.
The visual direction uses a stylised search bar to structure the campaign theme - seek and you will find. The theme cleverly delivers both a simple call to action, but plays on a classical and inspirational phrase.
Each launch touchpoint focused on a different 'jobseeker' with the phrase written in their own handwriting.