This was a project done at Frank Collective.
Justworks is a PEO (professional employment organization) which helps small- to medium-sized companies manage payroll, benefits, and compliance. What sets Justworks apart from its competitors is they go above and beyond just a PEO—they give employee birthday reminders, LTD and STD insurance, anti-harassment training, and even send cupcakes to their clients.
Justworks came to us for a national ad campaign concept. Our concept had to work across many different markets—those familiar with the brand and those who don’t even know what a PEO is, and many different platforms—from billboards in Atlanta, to bus shelters in San Franciso and Chicago, to subway ads in NYC. It was also important to be witty, but just the right balance of wit—not too snarky, and not too goofy.
As the lead designer on this project, I explored a range of different visual and contextual approaches, until our team landed on one that was very simple: Just Everything Works.
By leveraging Justworks’ name, we helped reinforce brand recognition across multiple markets. And by changing up the copy in various ways, we could highlight all of Justworks’ offerings, communicate a complicated company offering in a fun, straightforward way, and target different geographical demographics.
Studio: Frank Collective
Creative Director: Ashley Stevens
Producer: Courtney Ryan
Lead Designer: Melinda Harvey
Copywriters: Melinda Harvey & Courtney Ryan
Frank Collective Campaign Just Works
GDUSA - Oct 2019