PROJECT OVERVIEW
The New York Jobs CEO Council, created during the pandemic, sought to refresh its brand and relaunch with a message that resonated with both job seekers and employers as the city recovers from an employment slump. We revitalized the brand with a dynamic color palette inspired by the New York state flag and incorporated design elements reflecting the subway system, a symbol of unity and progress. A new tagline — New Yorkers Can Make It Anywhere, But We Win When They Make It Here — reinforced the mission.
The refreshed brand debuted with a soft launch at the US Open, followed by a large-scale campaign across the NYC subway system, major publications, and NYC taxis — generating an estimated 2.3 million daily impressions and 7,200 website clicks. Digital programatic ads reached approximately 888,000 CEOs and HR professionals, resulting in 6.7 million impressions and 13,916 website clicks. Despite talent not being the primary audience, the campaign also led to approximately 1,200 new signups to the NYJCC talent portal.
Brand Guide
US Open 2024 – soft launch
Our team used the 2024 US Open as an opportunity to spotlight the Jobs Council, and give the world an initial introduction to our newly developed branding. I developed an ad for the official US Open program book as well as digital screens featured in Chase and Deloitte sponsored suites during the "Stars of the Open" event hosted by Chase.
2024 US Open Tennis Championships - Official Magazine
Chase and Deloitte Suites (Digital Screens)
"Make it here" FALL Campaign Launch
In fall 2024, we ran a multi-platform paid media and digital campaign targeting audiences across programmatic channels, the Wall Street Journal, and out-of-home throughout NYC transit and transit hubs.
Out-of-home advertising
Sample of campaign paid ads
evergreen social templates
Client: New York Jobs CEO Council
Field: Brand identity, social media graphics, brand guide, print and digital design, merchandise design
Role: Lead Designer
Design Team: Michelle Chow; support from David Cutler and Daniel Lozano
Agency: Precision Strategies