The Brief:
Project: Veritas Steel Recruitment Campaign
Year: 2021
Role: Graphic Designer, STOKES|HERZOG
Designed a multi-channel recruitment campaign for Veritas Steel to support hiring efforts across northwestern Wisconsin. The campaign combined outdoor advertising, social media, and print placements to communicate both the purpose of the work and the benefits of employment at Veritas Steel.
Deliverables
Billboard Campaign
Social Media Advertising
Newspaper Advertising
Direct Mail
Production-Ready Artwork
Campaign Objective
Veritas Steel was looking to attract new employees in a competitive hiring market. The campaign needed to raise awareness of available positions while highlighting both the impact of the company's work and the benefits offered to employees.
The goal was to create a recruitment campaign that balanced purpose-driven storytelling with clear employee benefits, helping Veritas Steel stand out to prospective applicants.
Messaging Strategy
To connect with different audiences, the campaign was built around two distinct messaging approaches.
The first, "Building America's Bridges," focused on the scale and significance of Veritas Steel's work. This message emphasized craftsmanship, infrastructure, and the company's role in shaping projects across the country.
The second, "4-Day Workweek," highlighted a key employee benefit, appealing directly to job seekers looking for work-life balance and schedule flexibility.
Large-Scale Outdoor Advertising
The campaign was deployed across multiple billboard locations throughout northwestern Wisconsin, creating high-visibility touchpoints for prospective applicants during daily commutes and regional travel.
Designs were developed specifically for billboard viewing conditions, prioritizing clear messaging, strong hierarchy, and readability at highway speeds.
Cross-Channel Execution
To extend the campaign beyond outdoor advertising, creative assets were adapted for social media and print placements while maintaining a consistent visual identity.
Messaging, imagery, and typography were adjusted for each format to ensure effectiveness across both digital and traditional media channels.
Consistent Campaign System
A unified visual system connected each campaign touchpoint through repeated imagery, typography, color usage, and messaging structure. This allowed the campaign to remain recognizable regardless of whether potential applicants encountered it on a billboard, in print, or online.
The project demonstrates my ability to adapt a single campaign concept across multiple formats while maintaining brand consistency and communication goals.
