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Alexxx - I Got You

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 allowed a creative team to come together to build a campaign encouraging people to apply for open positions across the state.


I was part of the early 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 and what brought people to this industry.

I was part of the early 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 and what brought people to this industry.

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, bus signs, billboards, web, video, and digital banners, down to color grading the imagery used throughout every application.


The project expanded into radio spots, commercials, paid media, print, and a custom job search function built into the website. The campaign successfully connected applicants to open positions across the state and was met with strong enthusiasm from the client, who was happy with the result.

The project expanded into radio spots, commercials, paid media, print, and a custom job search function built into the website. The campaign successfully connected applicants to open positions across the state and was met with strong enthusiasm from the client, who was happy with the result.

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Alexxx - I Got You
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