SkillScope

Client request

The client approached us with a request to create a brand strategy from scratch for a product that:

• had no previous identity or market presence,
• was aimed at several audiences at once (HR, managers, employers, candidates),
• was planned to be launched in several GEOs at once,
• works on the basis of artificial intelligence and requires a clear explanation of its value.

Key challenge

The main difficulty was that the product:

• combines several different services in one solution,
• is targeted at different types of users,
• is entering the international market,
• requires a universal but flexible scaling strategy.

Without in-depth analysis, there were risks of:

• blurred positioning,
• misunderstanding of the product's value by the audience,
• difficulties in communication and marketing.

Strategic decision

Based on our research, we:

• formulated strategic hypotheses for brand development,
• defined clear product positioning,
• described the value proposition for each audience,
• developed communication rules and tone of voice,
• created a universal brand strategy adapted to different GEOs,
• laid the foundation for scaling the product without losing its identity.

At the same time, unique branding was created that emphasises the technological sophistication, intelligence and scale of the product.

Result

The client received two key strategic documents:

• Brand strategy — a comprehensive guide to creating, developing and scaling a brand
• Brand book — rules for using visual identity, style and communications.

Value for business

The project laid the foundation for SkillScope's confident launch into international markets, helped structure a complex product, clearly communicate its value to different audiences, and create a brand ready for scaling.