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.