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US-VISIT

Become Extraordinary

US-VISIT was facing a few challenges attracting college graduates as potential new recruits for their agency. Not only was US-VISIT competing with commercial firms and organizations, but also other larger government agencies with more front-line exposure and name recognition. As US-VISIT was gearing up to begin their annual recruiting campaign, they were looking to Adayana to develop a supporting brand, theme, and visuals to showcase US-VISIT as a great place to work that offered its employees great benefits and extraordinary opportunities. These opportunities include an ability to work with the latest biometric technology, some of which is so new, it's not been released yet; an ability to help keep our nation safe, an ability to work with other government agencies and even other countries through partnerships. US-VISIT wanted to make sure the campaign appealed to the younger audience of 20-somethings who are technologically-savvy and eager to make a difference. They wanted the campaign to stand out and grab attention of every passerby at any given recruiting event.

Adayana worked with US-VISIT to understand the agency's mission, people, and environment. We realized the great extent of the work US-VISIT does and its importance. We saw their extraordinary achievements, and we built a campaign around it all called "Become Extraordinary". The visuals are intriguing, dynamic, and somewhat mysterious. The headline, a powerful image, and minimal copy work together to draw the viewer in wanting to learn how they can become extraordinary. The campaign focuses on technology, specifically biometric identification such as fingerprint and iris scanning, and facial recognition. To further connect with the younger audience, we are using QR codes to link to the US-VISIT website. Currently, the campaign includes a conference booth, exhibit panels, a lenticular card, and a mousepad; several other pieces to complete the campaign, one of which is a recruiting video are in production.

What we did:

• Campaign theme and messaging
• Visual campaign design
• Promotional Items