BRAND DEVELOPMENT • VIDEO PRODUCTION • LITERATURE
SITE DESIGN • SOCIAL CONTENT
SITE DESIGN • SOCIAL CONTENT
thejobswitch is the world’s first career transition platform aimed at empowering job seekers in the Middle East with the knowledge and tools and to teach them the most effective strategies to successfully navigate the job market to start landing those all-important interviews for the next step in their career.
The brainchild of NTS Group owner Peter Norwell, the entire project started as a blank slate, with an outline of a vision, a brand name but no tangible assets. After several brainstorming sessions the project was divided into 4 distinct work streams and the work to bring thejobswitch to life began.
1. BRAND DEVELOPMENT
When developing the brand, the emphasis was on clean and modern design, uncomplicated and unfussy to build an air of approachability and personality.
Easily legible fonts would aid comprehension of the written material for the non native English speaking target market whilst a warm and bright colour palette inspired by the hues of the Middle East would reflect the optimistic and bright future that the course would offer its members.
The photography was carefully selected to place the emphasis on people captured in moments of either searching for new opportunities or reflecting on their future, whilst images of the Middle East captured both the rich legacy and future of the region. Each image was chosen to coordinate with an aspect of the colour palette to ensure a subtle but consistent visual style.
Easily legible fonts would aid comprehension of the written material for the non native English speaking target market whilst a warm and bright colour palette inspired by the hues of the Middle East would reflect the optimistic and bright future that the course would offer its members.
The photography was carefully selected to place the emphasis on people captured in moments of either searching for new opportunities or reflecting on their future, whilst images of the Middle East captured both the rich legacy and future of the region. Each image was chosen to coordinate with an aspect of the colour palette to ensure a subtle but consistent visual style.
2. Website & Marketing content
With the brand in place, the next step was to create the content that would comprise the promotional material to be used on the website and across social platforms. With logistical considerations making a location shoot in Dubai itself problematic, an alternative location was sourced. Reflecting the clean lines and modern architecture found in Dubai, the location provided the perfect backdrop, delivering the sense of success and achievement that the course offers.
Directing a small crew over a two-day shoot, a wealth of scripted content was created including the all important welcome and back story videos as well as upsell, explainer and short form marketing material for use across the brand’s various social channels.
3. COURSE content
Following the main video shoot, the next part of the process involved creating the material for the course itself. With the course being divided over 10 modules, each needed an introductory overview video and then the corresponding course literature. As the material was all learning based a modern office location was sourced, reflecting the relevance of subject matter to the users of the course. The videos were created with a single camera setup and filmed over the course of a day, before editing and applying branding to create the final output.
The course literature was created to be as clean and concise as possible, allowing the eye plenty of space to move around the page without cluttering each section. With the content broken into easily digestible chunks and plenty of examples for the reader to follow and replicate, the pages flow easily from one to another, helping to keep the course that totalled 95 pages feeling uncomplicated and easy to progress through.
4. WEB DESIGN & BUILD
The final step of the process was to design the website and bring together all the various components and assets created throughout the duration of the project. Working in Figma to streamline the process with the developers, all the separate parts of the process came together to create an easy to use portal for users to sign up and gain access to their own personlised member section, complete with the full course material and additional articles and expert advice to further their career development.
