WOWO – creative direction
Guiding people towards rewarding and fulfilling careers.
WOWO is a vetted local tech community that shares resources, insights, knowledge and inspiration in order for its members to build and enjoy a more fulfilling work life.
WOWO inspires its community to turn interests into opportunities, and goals into game plans by harnessing the power of a vetted community.
Abacus Talent specializes in IT recruitment in Montreal. As seasoned recruiters, they felt that the traditional recruitment model had become more of a barrier than an aid. Recruiters were getting a bad name, and candidates often felt mis-represented or taken advantage of.
The traditional hiring process is opaque, with the power on the hiring side. Candidates find it difficult to get a clear picture of what working at a given company is really like.
Working with Jasmin Cheng, a brand strategist and consultant, Abacus decided to move forward and build a local community where IT professionals and companies could share market insights, foster growth and training, and build brand advocacy. They aimed to disrupt the recruitment industry and flip it around.
I started working with Abacus in early 2015 as a lead on a variety of creative tasks, from research and strategy, to branding and UX design.
SLIDES FROM Initial Proposal
Brand Story + visual Direction
Abacus had been specializing in placements for foreign-trained IT professionals for nearly a decade. Through interviews, we discovered that the people that Abacus placed appreciated the straight-talk, and the supportive and helpful human approach. In a sea of bad recruiters, they were the good guys. They took the time to explain things, they did their research, and they truly cared about the advancement of their customers. But their approach was highly personalized, took lots of time, and required a 1-on-1 relationship.
Their name ‘Abacus’ was formal and evoked the bottom line, and did not accurately reflect the personal approach so appreciated by their customers.
It was from this realization that we chose to create a separate company with a focus on community and career advancement. After a long renaming process, we found a name that stood out as unique, unexpected and memorable. We went with WOWO, short for We Only Work Once.