Icould is all about the exchange of stories. Our concepts centred on the idea of this dialogue. The brand was required to speak to both business leaders and to young people seeking career advice - therefore the identity could be stripped back to a more formal look. A simple graphic advice held the identity together - An illustration that communicated their offer: It just shows what you can do. For a direct mail initiative, we created a unique paper engineered mailer - Whereby the message revealed itself when the user pulled a tag. When the site was launched, we created a number of campaign ideas around drumming up awareness and visibility. We also delivered a comprehensive guideline kit which enables both digital and offline suppliers to easily work within the brand framework.