What is Proftech?
Vocational and technical education is part of the educational system of Ukraine. This education is taught in institutions called vocational schools, or what we call them — in Proftechs. There they train specialists of professional specialties, such as plumber, painter, cook, etc. The Ministry of Education and Science of Ukraine became the customer of the new positioning of vocational education. They came to us with not the easiest request...
Among young people, vocational education is considered non-prestigious and unpopular. While German and Swiss vocational schools have 60 percent of the total number of students in the country, in Ukraine they have only 10 percent.
Studying in them is associated with a lot of prejudices and stereotypes. Most people have the mistaken belief that to go to a vocational school rather than a university means to become an outsider, to do "dirty work". Our study showed that most people simply do not know about all the benefits of vocational training and blindly follow stereotypes.
We also asked people where they got their bad image of vocational training and received confirmation that a large proportion of people have adopted it from their parents or from society, without ever personally contacting or researching the topic of vocational training.
The visual communications of Profteсh has improved in recent years, but it still lacks directness and drive. It fails to convey the truth and advantages of Profteсh to young people and to lure applicants to the side of the vocational education.
Examples of old Proftech visual communications
As a result, intelligent, talented young people are not interested in vocational training and choose universities. At the same time, the country is now more than ever in need of good assemblers, construction workers, welders, and woodworkers. Not to mention the fact that after the full-scale invasion of the Ukrainian state by russian troops, we will need a lot of specialists who know how to work with their hands to rebuild our country.
And so, together with our client, we set out on a journey to change the perception of vocational education and training among applicants through the 2022 admission campaign, by all means necessary. The new visual communications were to help connect with the younger generation, to communicate to them the value of Proftech education and its benefits.
If Proftech could talk, it would say: "Proftech said, Proftech did!". We have come to understand that Proftech is a minimum of water, theory, and couch philosophies. It's not about the ephemeral, it's about the solid. It's about hands. Because no matter how you slice it, hands are a powerful image of impact and change.
Proftech and the image of the hand is undeniably the best match of the year.
We also found a copywriter's construction that reinforced our message: Have your hand in... It was a perfect fit with the overall concept of the new Proftech brand.
But here's the thing: there have already been communications with visual of a hand in the past, and more than one, all ineffective. How can we show this simple but powerful truth without falling into clichés and uninteresting solutions?
We found a way to show the true story about Proftech using an unusual visual. Our hands are fun, sassy and dynamic, just like teenagers.
Our hands love Proftech so much that they literally can't take their eyes off of it. Thanks to the eyes on hands, the viewer's eyes focus on the most important thing in our layouts: the call to join Proftech. And, of course, the eyes add to the wildness and emotional charge of overall design.
Translation: Have a hand in your future. Join Proftech
Well, if you've already started to have your hand in changes, then have your hand in it completely. We also decided to update the logo of Proftech to make it modern and convey the character of the institution through it.
Translation: Have a hand in rebuilding the country. Join Proftech
The client's main request was to develop creatives for digital. So here we are. Students of Proftech can have a hand in a lot of things. There is enough content for years to come.
Translation (on the left): The knowledge acquired at Proftech is as solid as a rock. Join Proftech
Translation (yellow sticker): Proftech is ... having a hand where it's needed
Translation: Have your hand where it is needed. Join Proftech
Translation (green sticker): Don't write to me if you don't have a hand in anything
People with a professional education have their hand in literally everything that surrounds us. Find any object in their environment, such as pipes, meters, lanterns, and put a drawing of our hand next to it, and there is already Proftech advertisement.
As a result, we updated the visual identity of Proftech brand so that it openly demonstrates the main advantages of this educational direction: the opportunity to join important and useful work, the practicality of the profession, the ability to create and make a decent living. And thanks to our bold design now it connects with young people through a bright visual.
Have your hand in world changes!
Hands and brains were put to the project by:
Alexander Tregub — art direction;
Alexander Tregub — art direction;
Anastasiia Srebniak, Juliia Vysotskaya, Einat Boyko — design.
