The Undefinable – Employer Branding Campaign for GSC

The Undefinable – Employer Branding Campaign

Overview: What do you see in people you want to bring into your team when you look with your heart? It’s not their CV, not their clothes, not their appearance. It’s the spark in their eyes. Their humour. That something that makes you want to have them around.

This campaign was built around that very feeling — a celebration of authenticity, energy, and the unquantifiable traits that make people magnetic. We called it The Undefinable: that special quality that can’t be taught, but can be deeply felt.

My Contribution:

As Senior Art Director, I helped translate this emotional insight into a strong visual and conceptual territory. My responsibilities included:

• Visual Identity: Developing a look & feel that complements the subtle, intuitive nature of the message.

• Key Visuals & Typography: Crafting clean, expressive layouts to let the copy breathe and lead.

• Campaign Assets: Creating cohesive digital and print materials that carried the message with clarity and warmth.

• Art Direction: Ensuring that every execution — from portraits to typography — felt honest, inclusive, and emotionally resonant.

Role: Senior Art Director

Client: GSC

Agency: V8

Year:2024

Team:

Laura Ionescu - Creative Director

Andreea Siran - Group Creative Director

*unlisted