Built to Create
A project with the UNICEF’s Sustainable Development Goal “Decent Work and Economic Growth”. This was a collaboration with the brand Carhartt to challenge societal expectations through Impactful visuals and messaging that promotes confidence, curiosity and the value of diverse career paths. ❋ DELIVERABLES
Illustrations, Social Media and Guerilla Marketing Campaign
❋ CATEGORYStudent Project. Collaboration with Carhartt for educational sources
❋ SOFTWAREAdobe Illustrator, Adobe Photoshop
“Some 1.8 billion young people are on the brink of adulthood. And nearly 60 percent of them are projected to lack the skills they need to work and thrive by 2030.” -UNICEF
Background
“Rising college costs and student debt (U.S. student debt surpassed $1.7 trillion in 2024).”
-American Progress
“Most young adults (68%), whether they are employed or not, don’t feel they have the resources now to lead the kind of life they want.”
-Pew Research Center
“Several states in America are facing a worker shortage crisis: There are too many open jobs without people to fill them.”
-U.S. Chamber of Commerce
The Main Issues
The need for professionals in trades to maintain a balanced economy.
Stigma around attending university and student loan debt.
In the United States, since the passage of the 1944 GI Bill, college has been pushed over vocational education.
COVID-19 pandemic (2020–2022)
-Disruption of traditional education and work systems.
-Remote learning made many question the value of expensive college tuition.
-Labor shortages revealed how essential skilled trade workers are to society.
User Persona
Alex Ramirez
Age: 17
Location: Austin, Texas
Background: High school junior; undecided about whether to attend college or learn a trade.
Goals: Wants to be independent, make a living, and feel fulfilled.
Frustrations: Pressure from family, social media, and peers to choose a “perfect” life path; fear of debt and failure.
Motivation: To find a meaningful career without losing their sense of self or stability.
Mood Board
Design Elements
COLOR
#ECB329#000000
#FFFFFF
TYPE
SIGNATURE IMAGERY
The color palette is based off Carhartts brand colors which help in the contrast of the designs.The typography consists of Impact and Impact Regular which is used in the designs and on social media. Casey and Casey Bold are only used for social media.
The signature imagery is all from Carhartts current social media which I used to incorporate into this project.
Flats
Mockups
Mural: 9 × 12ft
Social Posts: 1080 × 1350px
Apparel: 12 × 14in
I developed the original design assets to become tailored for school-led informational posters. By modifying my initial concepts to align with educational standards, I’ve created a visual resource that helps guidance counselors advocate for trade schools. My goal is to ensure students recognize vocational pathways as a primary, professional opportunity rather than just an alternative.
Poster: 11×17in
Stickers: 3 × 3in