We could all be a fish
It’s all in the name
JobbSafari is the result of a merger within the Finnish Duunitori Group. Three power players in recruitment were united by one clear ambition: to become Sweden’s most relevant job hub. Because today's working life is just as much about finding the right cultural fit as it is about finding the right role or person. Together, we positioned JobbSafari as a thought leader and guiding partner across the entire journey – from inspiration and knowledge to matching and employment, grounded in data and editorial content.
It was decided to build on an existing Jobbsafari brand, which was then strongly associated with an outdated job board. We changed the name to JobbSafari and let that be the key to a completely new creative concept for the broader offering. “Jobb” places us in the right context and clearly communicates what the business is about. “Safari” is what sets us apart, opening up a whole world of creative possibilities when combined with “Jobb”.
An editorial and personal identity in which animals represent the emotions of working life.
Office fables
The illustration concept, poetic depictions of animals doing human things and dressed as humans, plays an important role in the brand identity.
Through these anthropomorphic animals, JobbSafari shares entertaining and insightful perspectives and observations on how working life functions. Or how it should function.
From camouflage to character
The patterns draw inspiration from the animal kingdom but are illustrated with a deliberately rough, hand-drawn feel, as though they were sketched during a meeting on a whiteboard. Made in bold work‑life colours.
“Images from working life are often staged and boring. With the animals, we can show that we’re real people with feelings, whether we’re at work, at home, or at a party.”
Maja Sten, illustrator
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