Bringing Qualtrics' Vision to Life: A Bold Print and Digital Recruiting Campaign
A few years ago, I had the exciting opportunity to work on a print media campaign for a Poland-based company, Qualtrics. Known for their innovative platform and specialized AI that uncovers insights and improves customer and employee experiences, Qualtrics sought our team to create a unique recruiting campaign.
The project involved designing a series of print materials for train station lockers, complemented by digital billboards and posters. It was a dynamic campaign that combined traditional print media with digital elements, showcasing the brand’s forward-thinking approach to engaging potential talent.
After an initial phone call with the client to understand their company and goals for the campaign, we received a substantial collection of branded assets. These included photos, animations, logos, color palettes, textures, and examples of previous ad campaigns. Once I had reviewed and organized the materials, I began brainstorming ideas.
The brand’s vibrant colors and fresh, modern aesthetic made the project especially exciting. It was refreshing to work on something so dynamic, allowing me to build on their established look and take it a step further. The creative possibilities felt limitless, making the process both engaging and inspiring.
The campaign focused on attracting talent to Qualtrics’ Krakow offices, a city renowned for its stunning architecture and rich history. The offices themselves were equally impressive, featuring contemporary designs, unique layouts, stylish furniture, and standout amenities like a pub and a game room.
To bring the campaign to life, I began by gathering high-quality photos of Krakow, capturing the city’s charm and vibrancy. I then worked on designs that seamlessly integrated elements of the city, the modern office spaces, and the individual—highlighting the personal and professional opportunities available in this remarkable setting.
From Concept to Completion: Overcoming Challenges to Deliver a Stunning Locker Campaign for Qualtrics
Once I had some initial layout ideas, we shared them with the client for feedback. They requested a different direction, as they were in the middle of a rebrand and wanted the designs to reflect this transition. Specifically, they emphasized incorporating purple into the designs, so I paired it with green and blue hues that complemented the new color scheme. Regarding the photography, their previous branding used a duotone treatment, which I appreciated but felt muted the overall design. Instead, I opted for black-and-white photography to add depth and make the layouts pop against the vibrant color palette.
After receiving client approval, the next challenge was adapting the designs for the unique dimensions of train station lockers—something I had never worked with before. Collaborating with a third-party vendor in Poland, I navigated significant hurdles due to time zone differences and language barriers. The vendor provided a PDF with a dozen locker layouts and requested that no text overlap the gaps between lockers. This constraint proved incredibly challenging, as I had to rework the same design across all twelve layouts while ensuring the integrity of the copy and visual elements. Adjustments to kerning and layout sacrifices were necessary to meet the requirements, but the process ultimately honed my problem-solving skills and reinforced the importance of flexibility in design.
After extensive back and forth, I was finally able to deliver the finalized layouts and files to the vendor. Within a week, the printer had produced the assets and prepared them for application. The campaign’s launch during the middle of winter added another layer of complexity, but despite the challenges, the final lockers looked fantastic.
A member of the Qualtrics team graciously took photos of each set of lockers and shared them with me. Seeing the finished product installed and bringing the campaign to life was incredibly rewarding, knowing the effort and problem-solving it took to get there.
The client was so pleased with the campaign they asked us to do some corresponding social media posts that utilized the design I had come up with for the outdoor print campaign. I produced a dozen or so designs for use on multiple platforms. We ended up developing a great relationship with the client and they used us for several projects afterwards.
