New Options Project

Calling for a sustainable economy

Role: Creative Director, FQ540 | The story: With funding from the W.K. Kellogg Foundation, the New Options Project (NOP) had developed a number of successful solutions, over three years, to help out of school/work, 16-24 year-olds find meaningful careers. I joined the mission in 2012, during multiple brand transitions including:

1. A focus shift towards increasing communications with potential employers about the benefits of these young adults
2. A NOP brand asset update
3. A transition of mission ownership
4. An Ad Council new campaign kick-off - 2014 launch
5. Development of a new digital employer portal - 2014 launch

I led the growing creative team to develop brand content, as well as the conceptualization of the web portal to share best-practices with employers.  The goals: to change employer behaviors, create careers opportunities for young adults in the US, while improving the nation’s economy and social responsibility.