MY ROLE
Working closely with the marketing and sales teams, I was responsible for bringing a unique career festival to life for both our B2C and B2B customers. In addition to the overall visual design (both offline and online), I managed the aesthetic of the festival location and coordinated with our event agency.
From pitch decks and social media templates to offline and online displays, counters, badges, and giveaways, it was a hands-on project with a very tight timeline.
To create a unique experience that resonates with the young mobile generation and provides our exhibitors with an additional digital presentation space, we designed a festival app. Beyond showing young people that thinking about their future and career can be exciting, our primary goal was to offer them guidance and a direct way to apply for interesting apprenticeships immediately.
Gamification was our guiding principle, and we aimed to incorporate it into every detail – making it a game, not an obligation!
meinestadt.de | 2019
THE PROJECT
“Job fairs are boring, and in the end, I still don’t really know what the job is about.” We’ve heard this a lot, and as a company committed to solving the frustrating experience of finding the right apprenticeship for young people, we decided to change the game!
We organized a festival for the mobile young generation that is fun and allows them to explore various careers in an interactive and creative way.
My Role
As permanent designer I was responsible for creating a hero mascot, together with a freelance illustrator which everyone will be able to identify with and making sure that our hero will be implemented in the app and our brand book.
We started with research and went further with user surveys. Based on our research and user feedback we designed our hero and started to integrated it in our brand by implementing it in the app and using it for our b2c communication.
Company: meinestadt.de
Year: 2019
Project
TalentHero is a mobile app that helps young people to find the right apprenticeship. We decided to give our app a face to make it easier for our users to connect with the product.
Emotions are a powerful tool to boost engagement and keep users hooked.
The TalentHero Festival is not only fun but also visually engaging. In addition to differentiating itself from other career fairs, the design needed to be flexible enough to be adapted to various themes for our future festivals.
This time, the theme was gamification. We created a world filled with pixelated elements—such as monster mucus, smiling clouds, and dinosaurs.
Unique & Flexible
A festival, not a fair!
The TalentHero Festival is not your typical job fair – it’s fun! In addition to exciting live acts like break dancers, football artists, live music, and food trucks, we prepared a variety of fun gimmicks (such as pixel sunglasses, gym bags, and confetti) to create a festive atmosphere while young people explore different apprenticeships and employers.
In addition to our Out of Home campaign, I was responsible for all online advertisements and for creating templates for our social media team to ensure a consistent look in accordance with our corporate identity.
The spotlights in our brand colors are combined with whimsical pixel elements that also decorate the festival location. The turquoise and lilac spotlights are used both in the background and on top of images, allowing us to create a uniform appearance while maintaining the flexibility to adapt to various themes for future festivals.
Let the world know about it
Exciting & Interactive
The aim of our festival app was to connect the working world with a mobile young generation and enable playful exploration—with a useful outcome for the youth.
In addition to the fun factor, our exhibitors gain a digital presentation area that is crucial for their employer branding and ideally facilitates real-time applications through integration with our TalentHero app.
We created imaginative cityscapes, dividing the festival location and our game into various districts. Each district represents an exhibitor area and serves as a level in our festival app that young attendees need to complete.
We always kept in mind the potential for future festivals to ensure the app’s sustainability.
After exploring the interactive areas of our exhibitors, young attendees can rate their experiences within the festival app. Through real and interactive challenges, they gain insights into the jobs and are encouraged to reflect on their experiences.
What do you like or dislike?
Open the chest
While fun is definitely at the forefront, young attendees ultimately need added value. We identified twelve different personality types, and based on their ratings, we inform them of which type they are and what careers may suit them. We developed an algorithm that provides results after a minimum of five completed levels.
This helps young people gain initial orientation among a broad range of over 350 apprenticeships – but it’s just the beginning.
By linking to our TalentHero app, we were able to recommend specific careers to young users based on their results. They receive detailed information about each career and can directly find apprenticeships to which they can apply within the app – but it’s still not enough...
Our festival partners receive a highlighted presentation in the TalentHero app. This not only provides added value for young users but also offers a targeted presentation for our B2B customers, along with an extra digital showcase area.
With a top ranking of our partners' apprenticeships users can explore the company through a customized company profile. Every partner gets the possibility to represent their company in their CI color and by giving all required information, such as FAQs, experience reports, videos, photos, upcoming events, etc. And of course the company profile is connected with the open apprenticeships.
Target group oriented presentation
