For decades, every Ukrainian job search engine was pushing the same rational benefit—the number of unfilled vacancies available. This led to a situation where market leaders, including, were competing on the same turf by promising an ever-expanding choice of vacancies, and nothing else.

Numbers trumped quality: every vacancy looked the same, uninspiring, boring. This put people off—scrolling through job search websites was an act of desperation, only done when a person had simply run out of other options—help of friends, professional connections—or finding a job. We faced a situation where thousands of people were looking for new positions, while thousands of vacancies remained unfilled: the market stagnated.

To solve this problem and pull ahead we needed to start by changing attitudes to But how do you come across as unique when you’re offering a service that isn’t at all unique? So we looked at what work means to Ukrainians. We discovered that for most people work is a vital part of life. And if work is life, then why waste your life in a job you hate? This question became the basis of the new branding strategy.

We started these changes from within. In 2017 underwent total rebranding. We turned the naive style of street advertising into the visual language of Familiar elements, which people are used to seeing daily on the streets, helped grab their attention online and motivate them to seek out their true vocation.

Brand created by 
Making mockup Lena Smirnova
Photography and postproduction Lena Smirnova