Gradient Group is a staffing agency that specializes in helping LGBTQ and POC get hired. With a focus on blending creative networks and analytics, they help job seekers break into entertainment, media, and marketing. They offer a membership for their customers (job seekers) that provides networking opportunities, connections, and training. They are based in New York, NY.
Date 2024
Content
Summary
This is an Instagram feed layout I designed for the client, intended for monthly posting across their account. Each layout was carefully crafted to maintain a consistent visual identity while ensuring engaging content was delivered throughout the month, keeping the audience interested and aligned with the brand’s messaging.
Duration & Deliverables & Tools
Their feeds took about 4 hours to execute, and each content client had different set packages, all ranging from 4 to 24 posts for a feed each month. They had about 15 static posts and 6 reels each month. Photoshop, AfterEffects, stock photography, and video were used.
Concept
The client had a well-established brand and creative direction, with posts often templated to adhere to their existing guidelines. However, the goal was to create a more playful and creative Instagram feed, focusing on inclusivity by featuring a diverse range of people and perspectives. They requested the inclusion of specific key phrases and emphasized staying on trend with social media content. Their target audience consisted of POC and LGBTQ creatives seeking work, so the content was designed to resonate with this community while maintaining a fresh and engaging approach.
Reels
Summary
These motion graphic reels were created for Instagram’s Reels and Stories platform, designed to engage the audience through dynamic visuals and compelling animation. The content was tailored to enhance the brand's presence on Instagram while utilizing the platform's features to reach and resonate with followers.
Duration & Deliverables & Tools
The time taken to create these reels/stories was about 5 hours. Each month there were 6 reels to be delivered. They were all created in AfterEffects and the video was provided by stock with artist.io providing the soundtracks.
Concept
The client sought reels that told a compelling story while showcasing diversity and targeting a young, creative demographic. The goal was to capture everyday life in an urban setting, highlighting activities that were trending yet deeply rooted in cultural significance. As a staffing agency, I made sure to subtly integrate their messaging in a variety of ways without being repetitive. The music was carefully chosen to resonate with the underground city life vibe, inspired by the energetic pulse of New York City. Overall, I aimed to create fresh, exciting content with a streetwear-inspired visual aesthetic that would attract and engage a younger audience.