Managing company of «Ancor» personnel holding takes a decision on the development of a new trend of executive search, i.e. recruiting of top executive managers. Following the audit of the market of human resources and consulting services it was decided to remove the trend of executive search from «Ancor» personnel holding to a separate unit. For the development of executive search, i.e. recruiting of top executive managers, a new company was set up which became a part of the holding.
Before starting the brand platform creation a and creative developments Brandson experts had analyzed the situation at the market of human resources services in Russia. The market of executive search is highly closed; there is virtually no information in public sources, thus, the main hypotheses had to be based on the expert assessments received from the managers of enterprises leading at the Russian market. In the course of the investigation it became clear that only stable, but commonplace companies exist in this market. We have developed a brand platform with positioning in the high price segment with a potential market leader and decided to take a risk.
It should be said that almost all organizations recruiting top managers in our country have an image that can be described as follows: «we are serious guys; we are doing a great and important business». Creating the brand of a new company we placed stake on the emotional component of the brand.
Before starting the work, an extensive study was conducted: expert evaluations of the market were obtained, the trends were analyzed. In the course of the investigation it became clear that only stable, but commonplace companies exist at this market. We have developed a platform of the brand with positioning in the high price segment with a potential market leader and decided to take a risk.
This image enhances the visual solution of the brand: giant creatures appear unexpectedly from the water column as if from nowhere — their incredible size is striking, and their strength and swiftness inspire respect. Insight of the concept are the effects of light in the sea depth, a boundless space in which «big fish» live.
Project managerElena Arkadieva
Art DirectorTimur Salikhov
CopywritingAleksey Rumyantsev, Elena Yufereva
DesignRoman Mavrin, Vladimir Il’yashenko