Take Shape
Campaign
The project
Teach First was looking to refresh it’s recruitment campaign and develop a compelling narrative to attract new talent to its teacher training programme.
It was essential that the campaign spoke directly to the motivations and aspirations of the target audience, but also amplified the charity’s vision and mission of building a fair education for all.
Highlights
Concept development | OOH advertising | Brochure animation
Role
Designer
Scope
Creative Direction
Design
Data visualisation
Animation
Year
2022
The process
My role was to work with the inhouse creative team to identify a creative direction that reflected the uniqueness of our candidates and offered them a career where they could become the person they were always meant to be.
During my research I came across a tangram puzzle and I used this as the inspiration to develop the ‘Take Shape’ concept. I took Teach First’s bold brand shapes and used these as the main creative device for the campaign, playing with negative space and interconnecting shapes to represent how Teach First supports candidates to grow and develop.
I combined the shapes with striking, playful imagery and the bold brand colours to create eye-catching designs that could be adapted to suit a range of key audiences. I also created a number of animated graphics that appear in the recruitment brochure which has ignited a passion for motion graphics.
The outcome
The campaign has been the most successful to date, generating 11,000 application leads in it’s first few months, compared to just 3,000 in the previous year.
Stakeholder feedback was resoundingly positive and the project was integral in building confidence in the expertise and capability of the inhouse team.
"I am so excited, great messaging and images. I really do think it will be a winner, and the word leader, fantastic. We defitenitely do not need to be paying someone external as that's the strongest messaging I have seen. I really feel we are going to tap into the right market with this."
Recruitment Manager