A strategic brand refresh for Oakland Tech Hire

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challenge

TechHire Oakland leads greater Oakland’s role in the national TechHire movement, an initiative of the Obama White House. Their mission is to guide underrepresented East Bay residents of color to rewarding careers in tech.

Tech Hire Oakland is working to place 1k+ community members in paid emerging tech internships, apprenticeships and jobs by 2020. 

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Oakland is a city with deep historical significance and unique culture. For inspiration, we were able to draw from the tension of Oakland being both the radical nest of the Black Panthers, and almost-home of the tech giant Uber. 

 
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Visual style explorations.

Visual style explorations.

 

goals

  • Make TechHire Oakland a go-to place for any East Bay resident who is trying to break into tech

  • Build a brand system that stands out among other TechHire cities and speaks and visually communicates in a way that feels distinctly Oakland 

 
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execution

We dialed into tone of voice alongside look and feel, resulting in a cohesive brand expression that harkened back to the brand attributes we established on day one.

After establishing the UI system, the core building blocks expanded into broader brand elements. 

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[ CTA ]

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