Title Brand platform for a virtual employment agency Description As a multidisciplinary team gathered together through Young Designers & Industry we were assigned to develop the communication strategy for the first fully automated employment agency on the internet. The concept was aimed towards the lower part of the employment market consisting of jobs involving basic manual work. Our solution was based on a clear separation between paid time and quality time, translated into a company name that would communicate these two propositions: Bread&Butter®. Work is Bread® the rest is Butter®. Everything that concerned the work itself was communicated through Bread® and all the benefits and advantages the system offers are brought under Butter®. The two elements came together on the internet as what was to become the first employment company that would present itself not as an employment company but as an agenda facilitating the organisation of ones paid time and ones quality time. (Please note that the notion of quality led us to a decision that, for any true Dutchman, is extremely painful: we ruled out margarine). Client YD&I for Randstad People In collaboration with Marvin Fernandes, Natasja Reeuwijk, Madelinde Hageman Status Concept