Industry Training Authority
What Are You Made Of?
The Industry Training Authority is responsible for providing trades training and accreditation in BC. As the lead strategist, I worked with ITA to engage young people and inspire them to consider pursuing a trade as a career option. I provided extensive and far-reaching strategic and creative direction, as well as content strategy and planning for a printed trades guide and an interactive campaign microsite. These projects required a full research phase, including a content audit, in-person interviews and focus groups, and the creation of audience personas and journey maps.
- Content Audit & Gap Analysis
- Content Strategy (Print & Digital)
- Re-Brand Research & Discovery
- Re-Brand Strategy
- Creative Direction of ITA Trades Guide
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