How a campaign led to a new house style

GrowWork Health

GrowWork Health wanted to grow in the target group 20 to 35 years. Total Design was asked to develop a campaign. Eventually a new house style was added.

GrowWork Group supports organizations that operate in the public sector, by finding the right people for the job. In healthcare, housing corporations, government and education. Their strength lies in the team-oriented approach: as an employee of GrowWork you are always part of a group.

GrowWork Groups’ operating company GrowWork Health wanted to grow in the young target group (20 to 35 years). Total Design was asked to develop a campaign. Eventually a new house style was added.

Unique process

Central to the campaign, which we created together with The Brand Hotel, was this ‘team spirit’. We have captured the concept in a clear style, by using many portraits. The employees -and their stories- form the campaign. In the end, this has also become the new house style. Actually quite unique that these two processes have taken place simultaneously!

The campaign relies heavily on social media, where we tap in on the networks of (potential) employees. In addition, GrowWork visits the colleges of higher education, armed with a coffee cart, looking for students who want a (supplementary) job in healthcare.

The campaign was well received by GrowWork Health's current employees. They think of the campaign as fresh, dynamic and young.

Campaign resources: website, social media channels and a smart activation to colleges.

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