People Make the Place

An architecture firm, MG2, had more than 60 job openings to fill across the firm. They wanted to attract qualified, passionate candidates quickly to fill these vacancies. A mostly digital recruitment campaign was created to be integrated onto their website, social media channels, career fairs, and paid advertisements. The campaign keyed in on awareness for the MG2 brand and their work, as well as focus on why MG2 is a great place to work and grow one’s career.

The team included myself, a creative director, another graphic designer, and copy writer to produce the campaign.

Art Work

People Make the Place - Mark Taylor from Robin Bundi on Vimeo.

We created a brand persona for this campaign, and we wanted the copy and visuals to feel active, energetic, sophisticated, and personable. The campaign told stories about the people, culture and experience of working at MG2. There was a focus on the people over the portfolio. In the end around two dozen people were showcased in the campaign.

People Make the Place from Robin Bundi on Vimeo.

The three elements to make up the artwork were:

Photography / Photos of key individuals that show relaxed head shot with eye contact and goofy moments on purposeful backgrounds.
Illustration / Called for doodles and drawings from the architects. Used to add authenticity to the campaign feel.
Personal Statements / Featured a quote from each key individual and they were pulled from 8 different categories to showcase life at MG2.

Implementation

Campaign was rolled out by:

Social Media / Content strategy, messaging, and graphics for all of MG2’s social media channels. Also, using paid advertisements on Facebook and Instagram.
Materials for Career Fairs / Creation of displays and take-away materials.
Website / Updated Careers page and feature on the home page.
Employee Promotion / Social media toolkit for internal employee evangelism.

Mobile format for Facebook advertisement

Process

At the start of design three different directions were explored:

Juxtaposition / Juxtaposition of people and projects (with emphasis on people) in a more abstract feel.
Bold Statements / Using bold statements (literally and figuratively) to capture attention and a focus on type over images.
Personal Stories / Highlights personal stories from employees.

I initially developed the personal stories direction and this direction was decided upon by the client. The other graphic designer and I fully developed the final designs and rollout.

Focus for personal stories direction:

Highlights personal stories from employees.
Authentic, direct and personal.
Incorporates a unique photography or illustration style.