Brand Campaign for Build Oregon

Build Oregon is a hub for career resources in the skilled trades, particularly in construction. Focused on appealing to the next generation of skilled workers, Build Oregon needed a brand campaign that appealed to young people thinking about their career paths.

Within the existing Build Oregon brand, we worked closely with a board of key stakeholders and developed an archetype (the rebel), brand story, and campaign strategy to take the brand to the next level. Guiding Build Oregon through the brand story and moodboard process, I then created a distinct but flexible visual style for the campaign with multiple image and graphic components and type styling that could easily be applied to a wide scope of use cases: from digital ads and social channels to billboards, zines, and hard hat stickers. I also created a robust campaign package for Build Oregon to run with internally: a comprehensive campaign instructional style guide and template files to continue creating new branded materials in-house.