Everybody wants to be noticed. However, in the ever-competitive job market, being noticed is becoming less and less likely. In an attempt to remedy this, job recruiters tell applicants to create a "personal brand" for themselves; in other words, to dress nicely for interviews and to join LinkedIn. That's helpful, but what if the concept of personal branding was taken further? What if a personal brand was designed just as intentionally as a company's brand with the same end goal of helping someone get a job? In this case study, I explored this idea by creating three brands for three individuals with varying career goals, values, and identities.
This case study acted as my honors senior thesis capstone research project, the final step to earning my BFA in Graphic Design from Florida Southern College (FSC). All seniors were tasked with conceptualizing a brand and bringing it to fruition, acting as brand manager, art director, illustrator, and whatever else was needed on top of being the designer.
However, because I was also in the Honors Department at FSC - and first graphic design student to do so, making me a guinea pig - I was prompted to make my project even more extensive. I looked through articles and publications, TED Talks and podcasts, finding a way to change the field of graphic design.
This project is important. It allows people to be elevated to a higher level, to have a brand that is all their own. Before, a brand of this nature was reserved for celebrities like Paris Hilton or for corporations. It also has the potential to help minority groups who are usually overlooked. For instance, according to a survey, a woman's LinkedIn page is 13% less likely to get noticed by recruiters than a man's. Conversely, a woman is 16% more likely to be hired for a position than a man. You could have all the qualifications you need, but if no one notices you, it will be for nothing. Half the battle is getting noticed. With an authentic, purposeful brand, recruiters will be able to see who an applicant is and what they bring to the team.
I won two awards (Student Judges' Choice Addy and Student Silver Addy) at an American Advertising Federation event, and received an Emerge Scholar medal from the Honors Association at Florida Southern College for completion of this project.
Brand Book Excerpts
Social Media Mockups
Zaphillia's Project Booklet Excerpts
The cover of this booklet includes a unique die cut around the head of the whale illustration, creating a tactile and memorable experience.
Gallery Space & Infographics
Along with crafting three brands, I also installed (and deinstalled) a wall in the Melvin Fine Arts Gallery at FSC. This involved painting, installing shelves, hanging vinyl, and more. Afterwards, I presented my case study to the entire FSC Art Department and held a Q&A critique. I modeled my posters after educational research posters due to the investigative nature of my thesis.
Additionally, I created a separate website to house the brand materials I created as well as a paper summarizing my findings. Click the button below to take a look.
