Okiyoki Rebrand
We began working with eJobs247 with the specific task of crafting a name and brand expression that would resonate with the target market of younger job seekers while also reflecting the core mentorship attributes of the business culture. Through our brand intensive retreat we found a way to play with the attributes of modern Japanese design, adding an element of “softness” to the letterforms and character design.
Meaning “Big Good” literally, Okiyoki is also a fanciful name with a brand story of Oki the apprentice and Yoki, the master who, in the tradition of apprenticeships and parallel to the film, The Karate Kid, speaks to the passing of mastery between one generation and another.
The mascots were developed to complement and personalize the brand and put a face to the embodiment of the brand’s story. They will be used in a variety of marketing expression in future marketing initiatives.