Infinite Possibilities
for Arup
The Brief
A graphic design solution was provided to promote the graduate recruitment campaign to attract young talents. The theme of the recruitment campaign is “Infinite Possibilities”. There are several keywords for this project which are creative, strategic and engaging, and appeals to young audiences.
Challenges
The timeline is tight to finish the all the deliverables of this project. I was given one week to finish the deliverables including the key visual, a landing page, an image post and a souvenir.
The Solution
I extracted three key characteristics of the project which are unique culture, challenging projects globally and looking for creative and curious graduates. I translated these characteristics into keywords as the direction of my design. These keywords are unreal, dreamlike, vibrant, vivid and modern. A key visual was then developed and applied on different media.
Artistic Direction
With the direction in mind, I used a colour palette with a distinct contrast to add a dreamlike sense to the design. The colour contrast also increase the vibrancy and vividness of it. A typeface which is more playful and edgy was used to give it an unreal touch. The pictorial style with geometric shape is also a method to portray the design in a modern fashion.
Key Visual
The key visual was inspired by the board game Snakes and Ladders. The 1st layer of meaning is a ladder that reaches the moon is the analogy of the career path of a young graduate. The 2nd layer of meaning is that the moon is a portal to alternate universes which leads to infinite possibilities.
Landing Page
A landing page was built using the artistic direction above.
Image Post
An image post for WeChat was also made to describe the campaign briefly with the artistic direction above.
Souvenir
An enamel pin was proposed as a souvenir because it is a memorable and flexible item which reminds graduates the milestone in their life. It is also a fashionable item which has been popular for many years.
Presentation Slides
The design was pitched using the deck below
