2014 Winners & Shortlists

Brief Explanation

When crafting our brand strategy it was important that we focused on Ability’s strengths (retail experience + approach) rather than the typical competitive elements of the recruitment & training industry. By digging deeper into the causes of youth unemployment, we quickly understood that this needed to be a brand targeted at the youth of Saudi Arabia – as ultimately the success of Ability’s business relies on turning out skilled and motivated recruits.

The Brief

Originally known as the IKEA Academy, the team from Ghassanco were looking for full brand identity for their recruitment & training entity that would set them apart from IKEA and provide services to other GCC retailers.

How the final design was conceived

Proposing a youth-targeted, activist brand led us down a unique path for this industry. We looked at dynamic brands within the youth space and took inspiration from their impulsive, edgy, rebellious and celebratory attributes. The result is a brand that interacts with recruits and will evolve as successful trainees feed their experiences back into Ability’s training and mentoring tools.

Indication of how successful the outcome was in the market

No results yet as the company has only just launched.