Klass
Challenge
Recalibrating for recruitment
KLASS is a solutions provider in the surveillance sector, specialising in Artificial Intelligence, facial and speech recognition, as well as groundbreaking video analytical systems for security purposes.
As Klass entered the next growth stage, we were brought in to help the security provider improve its employee branding. The main challenge was a mismatch between the company image and talent attraction – especially amongst younger candidates.
Process
Points of interest
On the quest to make Klass more relevant to younger talent, we looked to pop culture. Movies such as The Matrix and The Bourne Identity inspired us and became the starting point for our ideation process.
Solution
A future-proof identity
Inspired by machine learning, we used subtle visual cues to mimic algorithms and its movement. The new brand identity is a reflection of a world where technology has advanced and evolved much further than the human mind can comprehend.
Result
You are what you attract
The new identity cements Klass’s position in the surveillance sector and the management team saw a significant improvement in terms of attracting high caliber talent.
The brand refresh also made waves in the wider surveillance sector in Singapore, setting a new standard for how a tech-focused company can look and feel.
Reflaunt
Challenge
Injecting fashion into tech
Reflaunt brings resale-as-a-service to fashion brands, retailers, secondhand marketplaces and shoppers in more immediate ways through technology.
Despite it’s disruptive proposition and being a part of LVMH’s start-up incubation programme, Reflaunt’s then website felt more tech than fashion. Their visual identity was sombre and wasn’t expressing what the business really stood for – leading circular fashion and empowering an exciting and more conscious way to shop.
“With the use of blockchain technology, Reflaunt is here to innovate the fashion resale market.”
Stephanie Crespin
CEO & Co-Founder, Reflaunt
Process
Uncovering style
Following a series of in-depth discussions with Reflaunt’s CEO, Stephanie Crespin, we realised we had to connect various parties within the ‘fashion’ chain.
Our research spanned across runways to fashion magazines and art galleries, constantly tapping across the collector, avid fashion shopper & fashion retailer mindset. How do we unify their varying intentions?
Solution
Room for content & dialogue
Playing on form and emphasis, we gave the brand a bolder, more confident visual language engaging enough to invigorate and unite across various audience segments. The editorial layout for the website allowed room for content and dialogue, both necessary to lead a movement.
Result
Positive change has begun
A positive start to connecting industry collaborators. Reflaunt grows on to lead the circular fashion movement with retailers like Net-A-Porter, Harvey Nichols, Balenciaga, Axel Arigato, MyTheresa, COS – all onboarded and ready to resell.
