goodgood tried to establish one certain truth: Perion is stable enough to be trusted, and dynamic enough to stay current in a fad-driven advertising industry of the 21st century. We started by carefully checking what happened if we turned the “p” to something that keeps changing. Perhaps we should change colors, or textures? The form of the “p” would be the constant, the stable part, and the colors will change, and express dynamism and flexibility.
We ended up with a brave client decision - a part of the “P” is stable, and the other part is ever-changing. This way, the company can honestly tell their story of a rigid, non-compromising foundation on the one hand and a creative, dynamic, and flexible outlets and services on the other hand.
goodgood chose to reflect the values of the brand in a dynamic web-platform to allow them to look stable on the one hand and dynamic on the other. It contains ever changing up-do-date content about their awards, acquisitions, and company story in a fixed, classic structure. “The Perioneers” took a front and center place on this platform, since now the pride of the company was on its most important asset - their staff. The site shows their achievements and activities. It attracts better and better talent continuously to the company.
goodgood challenged the the tech department. We asked them to show how agile they are by inventing a new form of email signatures - ones that change every time a user sends an email. They did just that, and so, owned this process and lived up to the new brand story.
A PR challenge
goodgood challenged the HR department: We wanted them to create a company culture, and be proud of the group of people they have there. We have introduced internally the term “Perioneers”, and took photos and stories of employees there, for internal communication. Culture, hobbies and connection profiles were created. HR and recruiting became more than a hi-tech recruiting department. We have created exclusivity by giving a story and a face to the people behind the “P”.
Photography: Yael Engelhart, Art Direction: goodgood, Styling: Roza Sinaysky+Liron Shimonie, Makeup: Lina Katzap, Assistant: Scarlett Kagen