Role
Art Director, Graphic Designer
Contribution
Art Direction
Visual Design
Environmental/Booth Design
Marketing Strategy
Users
NGA Recruiters
Campus Hires
Client
National Geospatial-intelligence Agency
The Challenge
The National Geospatial-Intelligence Agency (NGA) was struggling to attract new talents especially campus hires. While the mission was powerful, their existing recruitment materials were too serious and didn’t resonate with students. Competitors like the NSA and CIA had a stronger brand presence and appeal. NGA needed a way to connect with young talent without abandoning their established brand guidelines.
Task
My team was brought in to reimagine NGA’s recruiting campaign, infusing energy, personality, and relevance, while staying true to their mission and visual identity.
I co-led discovery with my creative director, designed and art directed concept development, graphic design, booth/environmental design, and marketing collateral.
Action
I started with a discovery session to hear firsthand about NGA’s pain points: low brand recognition, outdated tone, and low engagement at campus events. From that, I built a campaign rooted in clarity, purpose, and a future-forward energy.
Creative Strategy:
Visual direction combined technical topographic elements with large-scale, overexposed portraits of diverse young faces, symbolizing optimism and innovation.
Tagline: “When your career is the world, where will you go?” anchoring NGA’s global mission in a question that invites personal reflection.
Copywriting tone was mission-driven yet human, with lines like “You want more than a job. You want a mission” and “Don’t believe what you’re told, the sky is not the limit” .
Design Execution:
I created a cohesive suite of assets, including:
- Large-format recruiting booth designs (C-shaped walls, retractable banners, towers, tabletops)
- Swag and giveaway-ready graphics with bright color accents and bold typography
- Print and digital marketing collateral
- A production-ready environmental setup that could be re-used across events
Brand Colors
Mood Boards
The Result
The new recruiting experience stood out. NGA saw increased engagement at career fairs, with students lingering at the booth and asking questions. NGA staff reported higher-quality interactions and stronger follow-up interest. Internally, the creative was praised for striking the right balance: staying on-brand while finally speaking the language of a younger generation.
Contact me
© Zeinab Mohtadi 2025 | Digital Product designer, UX/UI
Email: zmohtadi@gmail.com
Linked In: in/zmohtadi
Dribbble: dribbble.com/zmohtadi