The New York Jobs CEO Council

Equipping New Yorkers for The Jobs of Tomorrow

A CEO-led council fostering collaboration among business, education, and community leaders to prepare New Yorkers for the future of work.

Scope

The changing nature of work in New York City has resulted in a mismatch between the abilities the working population currently possesses and those that employers need. To remedy this, a group of NYC firms formed a CEO-led council to foster collaboration among business, education, and community leaders to prepare New Yorkers for the future of work.

HPS was retained to oversee the formation of the council and to execute the launch.

  • DISCIPLINES:
  • Brand Strategy
  • Identity Design
  • Web Design
  • Development
  • Social Media
  • Video Production
  • Earned Media
  • Advertising
  • Member Coordination
  • CLIENT:
  • The New York Jobs CEO Council
  • SECTOR:
  • Advocacy
Process

Our Discovery process explored the goals, tone, look & feel, materials, and potential names for the council. We then developed moodboards using existing creative to quickly establish a preferred brand direction. With the aesthetic universe defined, we generated multiple brand concepts that were refined and combined to create the final brand.

01.
Discovery &
Tonality Studies
Brand

The final brand guidelines included the logo mark, lockup, and guidance on clearspace, typography, color, unathorized usage, and brand application across a variety of experiences. Additionally, we provided a range of logo variations for use across a wide selection of communications collateral.

02.
Mark
Our symbol is what’s known in geometry as an “impossible object.” Here, we’re stepping up to the seemingly impossible with collaborative bravery.

The overlapping shapes knot together to represent interconnectedness of both our challenges and the work we do together.
03.
Lockup
Our symbol is what’s known in geometry as an “impossible object.” Here, we’re stepping up to the seemingly impossible with collaborative bravery.

The overlapping shapes knot together to represent interconnectedness of both our challenges and the work we do together.
04.
Typography
New York Jobs CEO Council's display typographic toolkit consists of 2 type families: Trim (chiseled display) and Söhne (sans serif).
Digital

Our digital campaign constituted a constellation of products that each had differentiated roles to play in reaching various segments of our target audience. Each can be thought of as existing at different points along a marketing funnel designed to garner attention and convert as many people through to taking a variety of desired actions related to the council, while also sharing more information across their networks.

05.
Interactive
The website serves as a foundational resource for the council, providing audiences with information about the overarching goals of the organization and its members, while also creating space for an expanding platform focused on education and awareness efforts moving forward.
06.
Illustration
Our illustration style blends iconic scenes of New York City with emotive imagery of the students and professionals taking part in this collaboraitve effort.
Video

Using an artistic illustration style aligned with the look and feel of the broader campaign, we produced a 60-second explainer video for the coalition that brought individual illustrated elements to life through animation, music and voiceover narration.