University Recruiting
BNY Mellon partnered with Ingenuity to design a refreshed University Talent brand to be applied to an upcoming campaign in Spring 2022. The updated brand would drive employee applications and awareness that BNY is a technology company innovating the financial industry. They are competing with other financial and technology companies for top talent, globally.
The refreshed look and feel serve as an extension of the current BNY Mellon brand. By leveraging the foundational elements of colors, fonts, and patterns, the University Talent brand brings vibrancy and warmth through bold curved patterning that brings a sense of movement and creativity. The goal of this creative is to make BNY stand out among its competitors and attract the best talent.
The colors chosen celebrate diversity while emphasizing impact and the pattern allows for unique ways to include imagery.
The spring campaign plans to include virtual and in-person university career fairs, with recruitment focusing on interns, MBA/graduate students, and recent graduates.
Final assets included: career site redesign, abbreviated brand guidelines, zoom/teams virtual backgrounds, deck template, social assets, pull-banners, flyers, and various promotions materials.
Client: BNY Mellon & Emlpoyera
Creative direction: Greg Stewart
Copy: Jason Grant & Sarah Rocco
Art direction & design: Sarah Rocco