- our work
A campaign that works hard for tomorrow's workforce
The Partner
SkillsUSA, the #1 workforce development organization for young people, is an inspired partnership of students, teachers, and industry that’s teamed up to keep America career-ready. They are guided by a singular, yet powerful purpose: to empower students to become skilled professionals, career-ready leaders, and responsible community members.
Every summer SkillsUSA hosts a week-long National Leadership and Skills Conference rallying more than 16,000 students, instructors, industry partners, government officials, administrators, and more. Taking over both Atlanta’s Georgia World Congress Center and State Farm Arena, the high-energy event culminates with a championship featuring 6,000+ state winners battling for gold, silver, and bronze medals in 115 skilled and leadership competitions.
Opportunity
To hype up its fanatical members each year, SkillsUSA creates an action-packed theme that drives the programmatic elements for the year to come. This theme is then amplified a number of ways digitally and socially across schools, programming, annual conference, and other marquee moments.
Approach
The Partnership brought the 2024-25 theme “Ignite Your Potential” to life by creating a visual identity, creative assets, style guides, and an outreach plan for student recruitment. In June, Skills USA unveiled the theme and teased the visual identity we created, including the logo and dynamic motion graphics to go along with it. We’re excited to share program updates and results as the campaign takes off in the coming months.
