KATIE HUNTER | CREATIVE DIRECTOR +
FILM DIRECTOR
Live the Freight Life
Before the global pandemic made new grads desperate for a job, any job, it was actually kinda hard to recruit for sales positions at college career fairs. Though jargon like "reefer" and "dead head" did help (they don't mean what you think they mean...)!
I functioned as the creative director for the recruiting brand identity at Echo Global Logistics, where I developed the "Live the Freight Life" campaign to highlight the competitive aspects and opportunities for camaraderie in a role with high earning potential in an esoteric industry. "Live the Freight Life" transformed a dime a dozen sales job into a lifestyle about playing and working hard with people like you in a vital industry.
Service
Art direction, strategy
Client
Echo Global Logistics
EchoMan Video Game
Knowing that successful sales reps are competitive, I created "EchoMan" as a way to game-ify lead generation at college career fairs. The right students approached us to compete for high scores, which were displayed at Echo's booth. Needless to say, there were long lines.
Our print collateral had to do several things -- explain the industry, in a way that wouldn't make college students roll their eyes, in a format that they wouldn't immediately recycle or lose. Our print ads referenced the recent Cubs World Series Win. We used an infographic to explain how 3PLs match truckers with folks who have things to ship, in our example, energy drinks. And we provided our social media handles -- including Glassdoor for transparency -- on business cards so students could follow up with us on their own time.
Pop-Up Banners
Our pop-up banners had to compete with well-known brands in a sea of booths at college career fairs, so we picked headlines that would stand out to our target audience -- competitive college students.
Paid Social
People are on social media for connection and community, so our paid social emphasized the inclusive and supportive culture at Echo.