NYSDOL Seasonal Jobs Campaign

Project Overview

The New York State Department of Labor runs a longstanding initiative promoting seasonal employment opportunities during the Summer and Winter months. Under new leadership, the campaign was reimagined to engage a younger audience through refreshed visual language, tone, and user experience. Diversity and inclusion were central to this approach, with visuals and messaging crafted to authentically reflect and resonate with New York’s diverse communities.

I led the creative redesign of campaign materials, including digital, print, and social assets, focusing on approachability, clarity, and engagement. This involved modernizing the visual identity with vibrant color palettes, dynamic layouts, and simplified messaging to make resources more accessible and appealing to young job seekers. The refreshed design system ensured consistency across channels while supporting the DOL's mission to connect youth with meaningful employment opportunities statewide.

Creative Direction + Design Process

Video Direction

Developed visual concepts, storyboards, and tone for campaign videos to ensure alignment with the refreshed youth-focused messaging.
Oversaw production to maintain brand consistency and audience resonance.

Web Design

Redesigned the campaign landing page with an emphasis on accessibility, clarity, and engagement.
Streamlined navigation, optimized mobile responsiveness, and incorporated bold visuals to appeal to younger audiences.

Social Media Campaign

Created a cross-platform social strategy featuring dynamic visuals, concise messaging, and interactive content.
Designed templates and motion assets to ensure a consistent brand presence and encourage community participation.

Digital + Hand Illustration

Produced original illustrations blending digital and traditional techniques to bring warmth and authenticity to campaign materials.
Applied illustration to add personality and energy to the campaign, making job opportunities feel exciting and attainable.