Concept
The "Trainees of Craftsmen" is a marketing campaign launched by Dcard in 2021, targeting working professionals and recent college graduates in their job search. In this campaign, different teams are formed based on invited Key Opinion Leaders (KOLs), representing four major domains that are popular in the job market. Users can choose their preferred domain and receive assistance from corresponding KOLs to address various work-related or job search inquiries.
Target Audience
The target audience for this campaign includes fresh graduates and young individuals aged 22-24, who may still be finding their way in the early stages of their careers.
Logo Design
For the "Trainees of Craftsmen," we have specifically designed a logo. Using bold and robust lettering as the foundation, we aim to convey a strong and youthful impression while loudly proclaiming their presence.
We hope to evoke a sense of stability and confidence, giving off a feeling of assurance.
To create a stronger visual impact, we have chosen green and pink as the primary colors. In order to ensure that the font works well across different background colors, we have conducted tests with various combinations of these colors within the same palette.
Colors & Symbols
The overall theme of the campaign is designed around the concept of mentors and apprentices. We have invited digital Key Opinion Leaders (KOLs) as domain experts to interact with our users. To reinforce this concept, we have designed the campaign to resemble a talent show, where each domain serves as a team, with KOLs as the core differentiating factor.
To intuitively distinguish between the teams, we have defined theme colors and also created exclusive colors and symbols for each team. This helps to visually differentiate and identify the teams.
Why We Invite KOLs
We aim to invite outstanding individuals from various domains to serve as apprentices, helping to clarify doubts and also leveraging their influence as KOLs to enhance the appeal and enthusiasm of the campaign, thereby encouraging greater user participation.
Art Direction for Photographic
To ensure that different KOLs seamlessly blend into the strongly styled design, we convert their photos to black and white, avoiding any conflicting tones. Additionally, by presenting the individuals in black and white, it further enhances the sense of professionalism associated with the craftsmen concept.
Art Direction for illustration Style
We have adopted the Memphis style as the guideline for our illustration design. Its bold color contrasts and vibrant lines effectively convey a sense of youthfulness and provide a strong visual experience. This helps us quickly capture the attention of our users.
