This past year, Miami adopted a new online system to conduct on-campus recruiting as well as events such as the various career fairs occurring throughout the year. The new system, Handshake, is a sharp contrast to the previous system the department used; the result of which has shifted our various workflows significantly.
More importantly, by way of this system, students interaction/communication with the department has changed. Kelly Thompson and I forged an ad campaign to communicate the numerous activities (cultivated by the department) by which students can better prepare for and manage their respective career exploration.
Our initial copy for the campaign was conceived by Kelly, providing a strong platform on which we could build — or in this case, deconstruct. The best communications treat users like intelligent people and allow students to judge for themselves the value of that interaction. This both honors their time as well as educates them to the intricacies of the software.
So we cut away all the content, compressing the advertising into a series of actions muted in Miami red (our brand color) while knocking out the Handshake logo for proper emphasis. As we discussed our approach, it seemed clear that a typographic treatment might be interesting to communicate messaging, exclusively in the branded typefaces unique to Miami. The words ‘JOBS’, ‘FAIRS’ and ‘CAREERS’ attract attention, regardless of the recessed color in the overall piece.