ASA
THE PROJECT
In a world of influencers and followers this recruitment agency for millenials spreads a new claim: What works for you. ASA doesn’t put pressure on its talents, but supports them in finding their own path. Days will be different from top-days to failures. Visions of work will be different — from salary driven paths to the wish of sparetime and freedom. However, by accompanying and supporting their talents from studentlife to young professionals, and in different stages and moods, ASA is willing to fight against today’s hesitancy and to transform todays youngsters into do-ers again.
BRAND IDENTITY
This transgressive position was supported by design legend Wim Crowel’s “ASA” logo. A heritage we used as is, without any changes. We brought it into our contemporary world by placing the logo and its pay-off into two bold purple balls, visualizing that everyone should have more than one possibility and power to change your mind. The color choice, yellow and purple as well as offwhite and black, was based on the color palette of the competetive market and combined to craft maximum contrast and expression. Because ASA is not soft and calm, but a bold and confident player operating within an international network, bold statements were strengthened with massive headlines, written with the condensed sans serif “Anton”, as well as the freefont “arkitek”, which has sufficient similiarities to the logoform. Photography as well as film were placed within the “asa” frame, a squared shape in the form of wim crowls wormtypes “a”.
THE TEAM
Brand Identiy: Katharina Goetzendorfer, Yvonne Mak, Campaign Identity and Art: Katharina Goetzendorfer, Copy: Susan Zwijgers, Strategy: Jens Bezmer, Creative Direction: Pepijn Rooijens