TechHire Oakland’s mission is to guide underrepresented East Bay residents of color to rewarding careers in tech. This was an opportunity to impact the neighborhoods where we spend our time and help develop career pathways for our community.
We were tasked with a strategic brand refresh to differentiate the organization from other TechHire cities in a way that felt distinctly Oakland.
TechHire Oakland leads greater Oakland’s role in the national TechHire movement, an initiative of the Obama White House. Their mission is to place 1k+ community members in paid tech internships and jobs by 2020.
Our goals were to make TechHire Oakland the place for any East Bay resident trying to break into tech and to build a system that feels distinctly Oakland.
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.
We brought in Adrian Walker to help capture members of the Tech Hire Oakland community and bring their stories to life through photo.
We directed a shoot that emphasized both the eventual work environments of a Tech Hire fellow and urban locations that are uniquely Oakland.
In our design explorations, we wanted to merge the innovation, diversity, and industrial elements that are essential to city culture while giving the nimble Tech Hire team a system they could easily deploy.