WorkGate
Event branding, i.e. Workgate's visual identification.
About the WorkGate event project
The Poznań City Hall initiated a series of events, job fairs for students, co-organized with companies from the SSC (shared service center) sector. Our task was to create the event’s identification and organize these events.
Visual Identification Concept for the event
Our idea was inspired by the film “Stargate” – we decided that “gateway to career” is the perfect name for this project, and the futuristic visual style will suit the young recipients of the event’s brand.
The name Workgate and the concise visual form of the graphic symbol were key signals of the brand. The choice of colors was related to the colors of the Poznań brand on the one hand, and the “heavenlyness” of the project.
User projects for the event
Each event is really a separate brand, if it takes place cyclically, we can treat it as a fully-fledged brand. The only difference in the branding process is that the media are slightly different from those we usually design for a “regular brand”.
Information materials
For the WorkGate project, we have developed a package of materials aimed at Students – we wanted to show them the Job Fair as a great opportunity to start a professional career. As part of the information materials, we have prepared posters, leaflets, university information brochures and identification for Students at the event itself.
Marking the space and event
The event was held in the beautiful rooms of the former Printing House, Concordia Design in Poznań. In order to maintain a uniform visual style of the event, we prepared information boards, directional signs and stands.
Elements dedicated
In addition to identifying the main hall with company stands and reception, we prepared markings for workshop rooms, lecterns and other exhibition forms. We even managed to capture the then Mayor of the City, Mr. Ryszard Grobelny, in the photos.
WorkGate in Social and Digital
The 10 years that have passed since the organization of WorkGate are a long time in modern technologies and marketing communication – recruitment of participants for WorkGate was focused on Facebook.
At that time, Facebook, next to Nasza Klasa and Pinterest, had the best reach in Poland. What’s more, for a few hundred zlotys you could get huge reach in dedicated target groups.
We developed strategic assumptions, planned a campaign and recruited participants for WorkGate. The WorkGate profile was run continuously throughout the year, but it achieved the greatest engagement and interest in October/November – just before the event.
FB application
for WorkGate participant registration
We built a mobile app that facilitated initial recruitment for the company – the event was open, but some workshops could be accessed by passing an initial selection in the app. What is key is that a significant number of people who passed the selection in the app found a job thanks to Workgate and started their careers.
Reference letter
The project was supervised by the investment promotion office of the City of Poznań, headed by director Sebastian Bedekier. The events were distinguished at the Outsourcing Star 2013 and 2014 competitions, but the best assessment of the project is the warm words of company representatives and event participants. Let’s hope for more such initiatives!
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