E-Verify is a tool created by the United States Citizenship and Immigration Services, an agency of the Department of Homeland Security, that verifies the workforce eligibility of US employees. To increase the visibility and recognition of the program and its benefits to employers, E-Verify needed a series of materials including advertising and explainer videos that communicated how its mission and values aligned with the American Dream.
To better communicate the many advantages of using the program to current and potential users, we developed a short, friendly animated benefits video for use on their website, YouTube and social media channels.
In our campaign, we tapped into the optimism of growth and highlighted the confidence E-verify brings to the hiring process. We chose images that represented the most common or fastest-growing industries in the country and integrated a 3D version of E-Verify’s branded checkmark to symbolize the program’s role in strong economic growth. Billboards, print and digital ads, and radio spots were placed in select states that mandate using E-Verify to some degree. Ads in these states were developed with custom creative that corresponded to each one’s leading industries.
These combined efforts allowed us to position E-Verify as the American employer’s trusted partner for verification services and created a solid visual foundation and a consistency of message upon which to further grow future brand communications.
To reach small business owners specifically, we created a live-action video that touched on several popular small business industries. We highlighted a salon, an auto shop, restaurant and a traditional office setting, enabling viewers to cast themselves in the role of hiring manager and experience first-hand how E-Verify’s tools and resources make the employee verification process faster and more efficient while providing security and peace of mind.
To create the videos, we first developed a set of branded illustrations in Illustrator. Storyboards were also created in Illustrator to communicate our concept and receive client feedback and approval. Photos were processed and edited in Photoshop and layout for the Ads was done in InDesign. After Effects was used for animations and live-action videos were edited in Premiere.
