Brand Campaign for Build Oregon

Build Oregon is a statewide resource hub connecting people to careers in the skilled trades—especially in construction. With an urgent need to reach the next generation of workers, the organization set out to create a bold, youth-focused campaign that could spark interest and shift perceptions.

Within the existing brand, my team partnered with a board of key stakeholders to define a new brand story and campaign strategy. We anchored the campaign in the Rebel archetype and tapped into a message of independence, grit, and non-traditional success. I guided the team through brand storytelling, visual exploration, and moodboarding, leading to a campaign aesthetic that felt distinct yet at home within the existing Build Oregon brand ecosystem.

I designed a flexible, energetic visual system including image treatments, graphic motifs, and type styling that could combine and scale across formats—from billboards and zines to hard hat stickers, social content, and digital ads. To ensure continuity and internal ownership, I also created a robust campaign guide and editable templates so the Build Oregon team could confidently continue producing materials in-house.

Need a brand that speaks to the makers, not just the market?