Student Recruitment Campaign
About the Project
UCLA Transportation hires students for on-campus jobs with flexible hours, a supportive team environment, and competitive pay. But how might we make a seemingly boring transportation job look attractive to students?
Outcome
The student recruitment campaign launched in Fall of 2022 and continues to provide a cohesive and youthful look for recruitment marketing efforts today.
Company/Client:
UCLA Transportation
My Contributions to Project:
• Design trend research
• Campaign art direction
• Print and digital design
• Social media design
Team:
• Creative direction & Photography: Lance Patacsil
• Copywriting & Marketing: Michael Sommers
Trend Research
& Design System
The campaign's art direction was driven by what current trend reports said would make Gen Z "swipe right." This included bright colors and bold shapes, with a throwback to the Y2K aesthetic.
With this in mind, the main key art was also created to be modular and fluid. Pieces could be moved around and rearranged with ease, allowing for a cohesive visual language across all pieces.
Primary Key Art
Social Media content
Print Advertisements
Alternate key art
Secondary key art was provided for the client’s review. To paraphrase a quote on post-modernism design from Paula Scher, where the primary key art creates order, this alternate version’s intention was to create spirit. Like the selected key art, this option uses a Y2K aesthetic, albeit grungier.
Guerilla advertising opportunities with this key art option included potentially creating “zines” around student recruitment for placement on campus.
