Veolia
Campaign & Graphic Design
Graphic design for the regional communication and recruitment campaign related to the restart of the Oroszlány power plant. The campaign had to simultaneously support a more positive perception of the new operation of the power plant and address potential employees living in Oroszlány, Tatabánya and the surrounding region. I carried out the graphic work directly commissioned by Creative Print.
The task
The plant's previous coal-based operation was associated with a less favorable local perception, while the restart was associated with biomass-based operation and new job opportunities. The communication task was therefore not just a job advertisement: it also had to support the redefinition of the image of the plant and the outreach to the local community.
The campaign was based on an existing creative idea: the power plant workers appear as the sources of the city's energy, literally illuminating the various spaces and routes of Oroszlány with their headlamps. From this, a unified visual system had to be developed, and then adapted to numerous online and offline platforms over several months.
My own role
My task was to visually develop the basic idea, organize the available employee photos and cityscapes into a unified campaign image, and design the graphic structure of the individual communication materials.
I adapted the completed system to billboards, citylights, buses and bus stops, press ads, social media appearances, coupons and digital document elements. My work ranged from the design of composition, image use and typography to the creation of final materials ready for publication or production.
The original 2023 campaign visual was created by Photoshop compositing several separate photos, retouching, and adjusting tone and light. The visual development sheets presented on the site are retrospective, illustrative summaries: they are not original work phase screenshots, but serve to demonstrate compositional and visual thinking.
The design decisions
The campaign had to support two interrelated goals: improving the local perception of the power plant and attracting the workforce needed for the restart. The visual system therefore had to simultaneously build trust, convey information and convey a clear recruitment message.
Each medium required different solutions. A billboard, citylight or bus decoration had to work from a distance and in a short time, while print and social media ads required a more detailed hierarchy of information. Proportions, imagery and typography had to be adapted to each format so that all elements of the campaign remained consistent.
The solution in practice
The idea was developed into a campaign system that could be consistently applied across multiple media: billboards, citylights, bus and bus stop displays, press ads, social media materials, coupons, and digital document elements. The different formats communicated the restart of the power plant and the related job opportunities in a common visual language.
The collaboration also involved additional independent tasks. For an outdoor exhibition presenting the history of Hungarian electric power plants, I retouched, sized and captioned old photographs, then arranged them into a unified exhibition system. In addition, official Christmas and New Year greeting cards were also made.