Overview

Led the concept and execution of Trades Strong a bold, integrated marketing campaign designed to elevate awareness and pride in skilled trades careers. Using dramatic two-toned black-and-white imagery of real students with strong, serious expressions, the campaign positioned trades training as resilient, future-proof, and purpose-driven. With the brand in the background of student sucess.  

Role: Creative Director

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Deliverables

Cross-platform campaign creative (print, digital, social, video)

Two-tone student portrait series with short personal quotes

Posters, banners, and campus signage with bold type overlays

Paid social ads, landing page design, and organic content rollout

Email drip series and campus-based ambassador toolkit

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Results

Campaign increased program inquiries by 28% in target regions

Social engagement rates doubled, driven by visual storytelling

“Trades Strong” visuals adopted in internal communications and recruitment materials

Strengthened brand identity and pride across student and staff communities