Create a design program that will inspire and recruit elite university talent to Interbrand Cincinnati. Interbrand’s unique recruiting techniques have attracted passionate, diverse and highly creative top talent to our organization. This unique recruiting has set the bar in our industry. The overall goal is to acknowledge the student as being worthy of an interview and inspire them to learn more about Interbrand. The piece needs to be provocative, memorable, buzz-worthy, a celebratory opening experience, rooted in Cincinnati, approachable and fun.
After extensive ideation, the provocative idea of “fresh meat”, combined with our rich Cincinnati heritage, led to goetta. Goetta (pronounced ged-da) is a sausage-like breakfast meat native to Cincinnati. Its pronunciation inspired the playful word play and main message of “goetta job”. Wishing to create buzz and bring attention to the delivery, a cooler of goetta would serve as the invitation to interview. To fit this meat-packaging/butcher theme, we wanted the aesthetic to be classic, handcrafted, raw, quirky and pay homage to Cincinnati.
Increase in referrals and applicants, deeper knowledge and increased awareness of Interbrand at leading area schools, brought a fresh personality and local approachability, easier on-boarding for newly hired talent.