image FRACTAL INK ISOBAR AI RECRUITING MEDIABRIEFFractal Ink Design Studio linked by Isobar, the experience design consultancy from the house of Dentsu Aegis Network (DAN), has designed and created a hyper-local job search platform for Mumbai–based technology startup, Wift. Wift is introduced by Living Consumer Products, a five-year-old company, which currently operates three products: iCrushiFlush, Wift and Xena. While iCrushiFlush and Wift are B2C products, Xena is a digital marketing platform catering to brands across gaming, e-commerce and BFSI verticals.

With a mandate to accelerate innovations across digital brand experiences and new digital products that could ease the recruitment process for employers and employees, Wift decided to partner with Fractal for the job. The partnership has, incidentally, led to an extremely cost-effective, scalable solution that has, in turn, helped build the brand from scratch. The innovation in this project has been all around – from the development of a robust back-end engine to power recommendations to the most straightforward interaction pattern to look for jobs.

Fractal won the business, following a multi-agency pitch. As part of its mandate, Fractal has built an AI-enabled hyper-local job search platform for the brand along with crafting its brand identity for the competitive market.

Amit Vora, CEO, and Founder of Wift shared his thoughts behind building the product, “I have been leading technology teams globally for over 15 years, and my biggest challenge with the constantly evolving world wasn’t new technologies, but hiring the right person for my unit/team. This bothered me, and with my foray into entrepreneurship, I found this to be the ideal time to build a platform for Technology Hiring. Our idea was perfectly fructified by the Fractal Ink team, who worked like our ‘right-brain’ to bring in the best ideas and thoughts to create an amazing platform for us.”

Speaking on the successful completion of the project, Tanay Kumar, CEO, Co-founder, and Chief Creative Officer, Fractal Ink Design Studio Linked by Isobar said, “Wift was an off-beat project and also extremely design satisfactory. This was a rare opportunity where we weren’t just building the product. Instead, we were creating a brand from scratch. Right from coining the name ‘Wift’ to designing the brand identity, bit by bit we were able to breathe life into the vision that the Wift team had. We’re very grateful to have had this opportunity to work on an extremely new-age client.”

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