6SENSE IDENTITY by BBDO New York, BBDO New York/ BBDO Atlanta for Monster.com

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6SENSE IDENTITY

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Industry Business equipment & services, Recruiting, Corporate Image
Media Design & Branding
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Bill Bruce
Released December 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: MONSTER.COM
Product/Service: RECRUITMENT WEBSITE
Agency: BBDO NEW YORK
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars / Bill Bruce (BBDO New York)
Design Director: Craig Duffney (Designworks at BBDO)
Junior Designers: Sheila Cannon / Ed Nacional (Designworks at BBDO)
Account Team: Paul Suchman / Connie Bazos / Jessica Malamud (BBDO New York)
Media placement: TV Spot - Internet Heaven - Super Bowl Pregame Show - 7 February 2010
Media placement: Online Banner Ad - Internet - 25 January 2010
Media placement: Online Page Takeover - WSJ.com - 8 February 2010
Media placement: Print - HRO - 12 April 2010

Describe the challenges and key objectives
The 6sense mark itself had to align with the greater Monster-branding, as it would appear on all Monster branded search communications, as well as on Monster.com. The identity was created to visually represent a more advanced and directly focused search technology that targets both job seeker and employer audiences.

Describe the brief from the client
Monster.com is once again advancing the job-search industry with the introduction of a revolutionary technology that delivers unprecedented efficiency and precision for finding the best-qualified matches from the world’s largest database. This game-changing technology is called 6sense. We were asked to create a signature identity for this technology that visually interpreted the words “sixth sense.”

Describe how you arrived at the final design
The 6sense mark was made to be memorable as a direct translation of the name of the technology. We designed an easily identifiable graphic human eye containing the number 6, a visual play on a sharp, direct human vision. The mark is bold and simply describes the superior nature of the search product in a universally iconic way.

Give some indication of how successful the outcome was in the market
Since its launch in January 2010, the 6sense product helped Monster.com leapfrog both traditional and web 2.0 competitors. The 6Sense brand was introduced through all forms of communications including, TV, Web, online advertising, print, social media and sales collateral. 6sense will be rolled out to Europe in the upcoming months of 2010. To date, the product and brand identity has seen: • 4,126,000 impressions on TV during the Super Bowl pregame show. • 6,798,584 impressions online. • 190,107,000 impressions on Cable TV. • 4,923,348 in print impressions (January - March insertions)