Industriativet:
The best kept secret
Brief:
Develop a concept that captures young people's interest in the manufacturing industry. The objective is to inspire curiosity about the sector as a whole, not to promote Sinf directly. Through a standalone campaign, the initiative should challenge outdated perceptions of the industry and encourage more young people to consider it as a future career choice.
Client
Industriativet
Year
2026
Duration
5 weeks
Role
Digital Designer
Deliverables
- Digital design
- Social media ads
- Landing page
- Member platform
The brief was to spark young people's curiosity about the manufacturing industry as a whole, not to market Sinf as the sender. We started from research on the target group, 18–19-year-olds nearing the end of upper secondary school: a group standing at a crossroads, directly affected by youth unemployment, and not yet locked into a path.
The insight we landed on: the industry already offers what young people are looking for, financial security, a fast start, a shortcut into adult life, but has never communicated it to the right audience in the right way. From that came the concept Industriativet: Sweden's best-kept secret, we packaged industry jobs as leaked, classified "insider tips" rather than traditional job ads.
As digital designer, I was responsible for translating the concept into the digital touchpoints where the target group actually spends time:
The landing page is built as the practical front door to the campaign, the place where curiosity turns into an actual application. It opens with a simple, striking number, showing how many industry jobs are currently available, to make the scale of opportunity concrete rather than abstract.
From there, users can search and filter jobs by location or role, with an interactive map showing pins for available positions across Sweden. Selecting a listing opens a job detail view with role, salary, and application deadline, kept short and scannable rather than text heavy.
Instead of a traditional application with a cover letter, applying takes just five short questions, removing the biggest friction points identified in our target group interviews (cover letters, long ads, video applications). The visual language carries over the "classified document" aesthetic from the campaign, with the same typography, color palette, and redacted-text motif, so the page feels like a continuation of the posters and social ads rather than a separate destination.
The landing page is now live at industriativet.se
Developed ad formats for Instagram and TikTok in a "classified document" style, with redacted/blacked-out text to build curiosity and stop the scroll.
Designed the login and job-posting forms so member companies could use the concept locally without extra administration.
I worked closely with the art director and graphic designer to keep the identity, logo, color palette (#000000 / #FF000F / #FFFFFF), typefaces Space Grotesk/IBM Plex Sans Mono, consistent across all digital touchpoints, from posters to app.