Airwaves Type Design

BRANDING · CAMPAIGN · DESIGN SYSTEMS · MOTION · SOCIAL · PAID MEDIA · PRINT

Art Direction / Brand Identity / Visual Direction

THE CHALLANGE:

Following the COVID-19 pandemic, North Carolina's hospitality industry faced a significant labor shortage. A government-funded grant brought together a creative team to build a campaign that would encourage applicants to apply for open positions across the state.

I was part of the earliest stages of developing the campaign's brand identity, shaping the look and feel from the ground up, including designing the logo. I collaborated closely with a UI/UX designer and the broader team, gathering insights through interviews with small and large business owners to ground the brand in what the industry actually needed.

THE SOLUTION:

The campaign needed a visual language that could hold up across an unusually wide range of touchpoints, not just social and web, but radio, print, and broadcast, while staying consistent and recognizable everywhere applicants might encounter it. I applied the brand system across social, print, web, and motion, including color grading the imagery used throughout every application.

The project expanded into radio spots, commercials, paid media, billboards, bus signage, and digital ads, along with a new job search function built into the website. While exact fill-rate numbers weren't tracked on my end, the campaign was successful in positively impacting job placements, and the client was overall very happy with the result.

Airwaves Type Design

BRANDING · CAMPAIGN · DESIGN SYSTEMS · MOTION · SOCIAL · PAID MEDIA · PRINT

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