The challenge
Mission: Grab the attention of the best talent
Attracting the best of the best is a must for all international employers, but competition can be fierce when trying to grab the attention of qualified candidates. In a crowded market, how could Saab stand out from the crowd, while showing what it could offer to employees and who they really are at their core?
Our creative process
Close collaboration to hit the target
Working with the Saab team, we realised there was one clear message to communicate: despite being in an engineering field, Saab’s primary focus is its people.
From this understanding, the key concept “Belong with purpose” was born, to communicate that being part of the team means that you are part of something bigger. We worked closely with Saab in a collaborative feedback cycle to develop a visual proposal that hit the target, showing Saab’s warmth and expertise.
The outcome and impact
Capturing the essence of the concept
With our shared vision locked in, we used the visual proposal to organise a bespoke photoshoot that captured the essence of “belonging with purpose”. We then rolled out the images across a range of print and digital assets, creating an instantly recognisable look and feel to help Saab reach the top global talent.
