Strategy • Branding • Communications • Website
The primary icould brand application features an online resource which will contain a target library of 3000 career stories from the UK workforce, filmed with high production values and broadcast to the icould web audience. Think of icould as a new take on career advice, using community based web 2.0 broadcast video. Firedog was tasked with the creation of a fresh, dynamic brand that appealed not only to a youth audience, but also to anyone seeking alternative career advice. As the icould brand proposition is “Real Stories, Real People”; it was important for us to create an accessible and honest look and feel that is not patronising in any form. The brand needed to address two primary audiences namely; the people telling their career stories and secondly the people absorbing the stories and making connections with their own circumstances.
We created a vibrant look and feel comprising of both inspirational imagery and a bespoke illustrative style. The imagery features the young target audience looking confident and directly at the lens. Surrounding the image is a silhouette of a persons head containing careers related forms and shapes. The shapes break away to one side, reinforcing the idea of positive movement and change. The result is a stylish juxtaposition of real life and poignant themes. The brand has met with very positive feedback from both the sector and also the target audience.
Since brand launched in November 2009, the icould brand has grown from strength to strength with thousands of visits a day on the website and the engagement of around 120,000 young people at regional skills and careers events across the UK.