09/2022 - 05/2023
Under the National Student Advertising Competition, we developed a comprehensive marketing plan for Indeed, encompassing various key elements. We began by formulating a messaging strategy that centered around a single-minded idea of "Job Just Right." This strategic approach provided a solid foundation for our creative concept, which materialized through compelling video scripts, out-of-home (OOH) advertisements, social extensions/activations, and other relevant media. Our primary objective was to enhance unaided consideration among Gen-Z audiences. Together, we meticulously crafted every aspect of the campaign, from the visual identity to the execution mock-ups, and illustrations.
During the initial ideation stages, I drafted two versions utilizing a mix of silhouette cutouts, Indeed's color palette, as well as a range of shapes to express variety. In the final pages the elements come alive with a vibrant array of colors, paying homage to Indeed's core color palette, and highlighting that the job search process can be far from mundane. Incorporating textures and grain akin to craft paper, our spreads acquire depth and personality, mirroring how Indeed recognizes job-seekers as individuals with unique qualities and traits—real individuals, real opportunities. The presence of organic shapes mirrors Indeed's embrace of originality and individuality, acknowledging the distinctiveness that sets each job-seeker apart. These shapes also harmonize with figures, visually aligning perfectly, representing the diverse forms people take and the wide range of suitable jobs available to them. Throughout our spreads, an array of characters is depicted, symbolizing individuals from diverse genders, races, and identities. This representation showcases Indeed's commitment to supporting job-seekers from all backgrounds.