This past year, Miami has adopted a new online system by which 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 careers. 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 interacting with it. 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’ and ‘CAREERS’ attract attention, regardless of its recessed color in the overall piece. It is ‘proof of concept’ in higher education as well as the end of the line for the student journey to professional.