Objective:
The client wanted to refresh their campus recruiting materials in an accurate and authentic way to appeal to young college graduates. They wanted to be positioned as a talent magnet and employer of choice by being bold about what sets them apart. And they wanted to rethink how they were talking to Gen Z hires, by presenting information that is relevant and captures interest to take action and learn more.

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Solution:
Working closely with the copywriter, we worked to identify specific characteristics of the Gen Z target audience – what they want; where the company’s offerings match up with their interests; and visual trends from the Gen Z perspective. I put together a visual moodboard and built out a new design style to incorporate our key findings – that Gen Z are attracted to content and visuals that are authentic, nostalgic, snackable, bright, layered, and diverse. Our design solution involved layering bright shapes and patterns over stock photography that feels diverse, warm, and relatable. The solution felt bold and fresh, but true to the company’s values and offerings. We kept our headlines smart and snackable, and were careful not to inundate with information, but to work to grab their attention and give just enough to compel the viewer to find out more. We presented and sold our creative concept deck to the shareholders, and using the approved design concept, we created an insert, presentation deck, campus event banners, social campaigns, and imagery for the website.