| Title | PACK |
| Brand | BRUNEL |
| Product/Service | PACK |
| Category |
A01. Creation of a new Brand Identity |
|
Entrant
|
ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
|
|
Idea Creation 2
|
KRAFTWERK LINKED BY ISOBAR Amsterdam, THE NETHERLANDS
|
|
Production
|
ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
|
|
Production 2
|
KRAFTWERK LINKED BY ISOBAR Amsterdam, THE NETHERLANDS
|
|
Production 3
|
LABEL A Amsterdam, THE NETHERLANDS
|
Credits
| Daniel Sytsma |
Studio Kraftwerk Linked by Isobar |
Creative Director |
| Sven Vening |
ACHTUNG! mcgarrybowen |
Account Director |
| Roy van Dijk |
Studio Kraftwerk Linked by Isobar |
Design Director |
| Florian Hollander |
ACHTUNG! mcgarrybowen |
Creative |
| Vincent Versluis |
ACHTUNG! mcgarrybowen |
Creative |
| Sasha Irla |
Studio Kraftwerk Linked by Isobar |
UX Lead |
| Joris Feitz |
Studio Kraftwerk Linked by Isobar |
UX Designer |
| Fione van Wijk |
ACHTUNG! mcgarrybowen |
Content Producer |
| Robin Davey |
Robin Davey |
Illustrator |
| Scott mcPherson |
Scott mcPherson |
Motion Designer |
| Jeffrey Bouva |
Label A |
Tech Lead (development) |
| Jorn Bostelaar |
Label A |
Frontend Developer |
| Jurgen Buisman |
Label A |
Lead Backend Developer |
| Bennet van der Linden |
Label A |
iOS Developer |
| Mischa Nesheretov |
Label A |
Android Developer |
| Stefan Weck |
Label A |
Frontend developer |
| Karlijn Mutsearts |
Pack (Brunel) |
Head of Product |
| Steven Biester |
Brunel |
Manager Global Marketing |
| Stefan de Boer |
Brunel |
Manager Global IT |
Background
Work as we know it is changing. That’s why Dutch recruitment corporate Brunel asked us to design a future-proof temp work platform, to be launched as their first corporate startup. The business should be a digital-first platform that sets the bar in user experience for both students and employers.
The business aims to become market leader in the Netherlands, as well as expand to multiple countries in the near future. Therefore, the budget for building the brand, and product, from scratch was 1M+.
Describe the creative idea
Pack. The on-demand job community. A digital-only service connecting employers with students, allowing students to score a job and salary the same day. Together with employers and students we designed a new way of working: we aim to build a better workforce through social engineering and the power of communities.
Pack puts the employer in control and enables businesses to create jobs, hire students, pay and communicate in one centralized place. Our algorithm recommends top candidates matching job requirements. Happy with someone you've hired? Add them to your flex-pool to work with them again. Hiring is hassle-free and paperless - employers simply enter their billing details and start hiring.
Students use Pack to find a job, apply, get hired and get paid. We use social reviews, show who you'll work with, and allow applicants to choose their boss. And when a shift's completed, employees automatically get paid through the app.
Describe the execution
Aimed at a generation that values flexibility and social connections over money, we created an identity that approaches the concept of work as something fun and social. With strong, colorful but basic elements and a rich illustration style, we were able to create a design language that was easily applicable and allowed us to celebrate moments of joy throughout the entire experience. We took humor seriously and turned relatable situations into fun animations that tie together the app, branding and campaign.
The platform was designed and built from the ground up. We first defined a proposition, brand positioning, and visual identity.
Followed by a definition of the future product as a clickable prototype. That dot on the horizon helped define our MVP and MDP roadmap. We continued work in two week sprints where every first week we tested and validated everything to ensure we were building the right thing.
List the results
Pack has successfully launched in Amsterdam. Within 4 months after the official launch, over 200 companies are working with Pack. They hire 500 candidates out of a pool of over 10.000 students on a weekly basis. Some facts:
The fastest application for a job took only 47 seconds
The fastest hire took less than 5 minutes after publishing the vacancy
On average, each job gets 20-25 applications
Pack is now looking into expanding into multiple different cities throughout the Netherlands, and the German branch of Brunel is working on a business case and roadmap to bring Pack to Germany within the next months.