In Australia, youth unemployment has been increasing in the last seven years. Young Australians have been facing difficulties in landing their first job or starting their professional careers after completing their studies. In this context, Open Colleges (http://opencolleges.edu.au/) looked for the creation of media pieces to motivate alumni after finishing their degrees. Meanwhile, these pieces should generate engagement through Social Media channels and create inbound links to their website.
Such pieces should help Open Colleges gain online visibility and increase the site’s authority by acquiring editorially given inbound links from authoritative websites. Open Colleges is Australia’s leading online educator, with more than 100 years of experience in distance learning, they have the expertise in delivering education and training to individuals seeking to launch, change or accelerate their careers. They focus on meeting the specific needs of adult learners by delivering highly flexible, accessible and affordable learning opportunities.
For this project two solutions were created:
· A first piece based on the data gathered by the Australian Bureau of Statistic in youth unemployment. As a motivation for youngsters, employers were interviewed and asked to provide tips on how young Australians can improve their employment prospects. Each suggestion obtained is provided with in its percentage of how many employers suggested that tip.
· The second piece is focused on young people with more initiative and a resourcefulness character. Six of the most current successful entrepreneurs in Australia were consulted on their personal tips to be able to create and triumph in your own personal project.
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Iconography
Typography
Plume is the main headline font used in Open Colleges branding. Its usage is primarily for headings and for copy other than body copy. It can be used in either standard, title caps or all-caps. The Plume font when extra large can look clumsy in bold and this should be avoided. It can also be used in italics, and indeed works quite well in italics, but generally its use in this manner should be used to emphasize a word or phrase. As to create more playful variations it has been modified to shadowed, inlined, and outlined versions.
Open Sans is a sans-serif font, suitable for sub-headings and body copy. It’s a modern looking font that conforms to the personality of the brand. It’s legible at bigger sizes and can be used in bold specifically for emphasis. As it is a Google Font it ensures it will be displayed properly in the browser of every user.
Colour Palette
The colour palette is a very contemporary, vibrant, alive, and friendly in look and feel. The darker green has the advantage of being the exact colour when a multiply filter in Photoshop is used on the lighter green over the top of the middle blue. This effect offers the versatility of adding a level of depth to a graphic.
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