Brief Explanation

The employment status of high-profile businessmen is sensitive information. They don’t want to be spotted meeting someone from a recruitment agency, or bringing their name card back to the office. Our challenge? Speak to a target audience that doesn’t want anyone to know you’re speaking to them.

The Brief

Singaporean recruitment agency, GMP, needed a way for their Executive Search division to not only get in touch with potential high-profile clients, but stay in touch.

How the final design was conceived

Due to the exclusive nature of this target group, traditional media was both impractical and inefficient. Instead, we focused on the personal, one-to-one nature of communication between GMP and its more exclusive clients. GMP’s corporate name card presented itself as a natural opportunity to deliver a lasting impression. And we did that with The Mind Your Own Business Name Card. By printing on the privacy filters you are used to seeing on mobile phones and laptops, we were able to render the company’s name and details unreadable to prying eyes. Viewable only to the person holding it.

Indication of how successful the outcome was in the market

These unique name cards communicated to high-ranking business professionals that GMP is as serious about confidentiality as they are. This target group is extremely difficult to reach with traditional advertising media, making the Mind Your Own Business Card an elegant solution to a very difficult challenge. It was greatly appreciated by the top-level executives we approached.