by claire
Naturejobs — Art direction & design
I proposed the artwork for this campaign with a thought to imbue class and timelessness to the brand. The client felt it was paramount to show mutual respect for both employee and employer whatever age, whichever ethnic background and to give ambiguity to who each person was. This encouraged us to look at the key roots of employment — people and hone in on them solely. We mood boarded the campaign, scouted for models internally from a large staff body, long-listed then short-listed down the suitable candidates. The photographic style was inspired by Irving Penn so we used a high contrast and casual design. All models sit looking out or directly towards the camera and potentially contemplate — whether it's their future, a job prospect or that confidence a new job ultimately gives you. Copy was parred back extensively and ‘American Typewriter Light’ font added a vintage Americana touch. The key message was softly diverted towards the Call to Action below by use of an asterisk. The deep wine red coloured was used minimally to underline the photography. The upsurge in web traffic from this campaign was strong and many felt it was a bold move away from any previous work.
Available for freelance design work.
Photography credit: Charlotte Anderson (www.flickr.com/photos/7624402@N05)
Naturejobs — Art direction & design
I proposed the artwork for this campaign with a thought to imbue class and timelessness to the brand. The client felt it was paramount to show mutual respect for both employee and employer whatever age, whichever ethnic background and to give ambiguity to who each person was. This encouraged us to look at the key roots of employment — people and hone in on them solely. We mood boarded the campaign, scouted for models internally from a large staff body, long-listed then short-listed down the suitable candidates. The photographic style was inspired by Irving Penn so we used a high contrast and casual design. All models sit looking out or directly towards the camera and potentially contemplate — whether it's their future, a job prospect or that confidence a new job ultimately gives you. Copy was parred back extensively and ‘American Typewriter Light’ font added a vintage Americana touch. The key message was softly diverted towards the Call to Action below by use of an asterisk. The deep wine red coloured was used minimally to underline the photography. The upsurge in web traffic from this campaign was strong and many felt it was a bold move away from any previous work.
Available for freelance design work.
Photography credit: Charlotte Anderson (www.flickr.com/photos/7624402@N05)