A career platform for the new economy
This new economy is driving workforce mobility to new heights. But workers are often not ready for change. They are uncertain about the direction of their careers and about their own skills. They feel stressed when having to switch jobs.
Karamel is a career platform built for millenials that points careers in the right direction by creating tools to market your talent. With Karamel you can discover yourself and write a story about the future, highlighting your skills, personality and interests. Karamel helps you to take control over your career.
Karamel asked Boil to help shape the story of their new platform. As the founders were passionate about their new project, they found it extremely hard to translate their vision into the right words and visuals. Boil helped discover the essence of this story, resulting in the baseline 'My Career. My Way.'
Once the positioning and story was validated, we started creating a brand universe inspired by 'Mount Carmel', a mountain range in Israel reflecting the personal challenge of every candidate.
As a startup, it's important to build trust based on the people in your team. By doing a shooting we also created an asset library for future communications.