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Work

  • Strategy and identity
  • Print, SMM and video

Project

  • Veteran.Job

Veteran.Job

Veteran.Job (Veteran.Robota) is a comprehensive state ecosystem and career support program designed to connect veterans with the Ukrainian job market, empowering them through reskilling, career guidance, and integration into civilian teams.

Veteran.Work billboard identity mockup

Challenge

Despite the urgent societal need to reintegrate veterans into the workforce, systemic communication barriers existed: veterans lacked understanding of how to translate military skills into civilian roles, while employers faced uncertainty, myths, and a lack of practical tools for inclusive hiring and onboarding.

Solution

We developed an end-to-end 3-year strategic communications framework, visual identity, channel strategy, and full-stack content package, combining physical collateral, social media activations, and animated explainer videos.

Market & audience research: analyzed behavioral barriers, stigma, and expectations across target groups (veterans, employers, supporting communities, and state institutions).

Strategic communication framework & ToV: formulated a 3-year roadmap for awareness, trust, sustainable use, and established a respectful, plain, and partner-centric Tone of Voice that eliminates patronizing or pity-based messaging.

Identity

Visual identity

Veteran.Work logo construction
Social post applications from the brand guidelines
Stationery identity mockup
T-shirt identity mockup

Print

Print collateral & offline distribution

designed and produced high-volume print materials, including A3 informational posters and booklets about Veteran Career digital platform for offline touchpoints.

Veteran Career platform information poster
Career opportunities information poster
Information poster for veterans and employers
Veteran Career brochure, outside spread
Veteran Career brochure, inside spread

Social media

Digital content package (SMM)

developed a social media campaign package featuring 20 publication-ready posts across diverse formats for target audiences.

Post about communicating with veterans during interviews
Post about supporting women veterans at work
Post about assessing veterans’ résumés
Post about veteran support specialists
Post about tools for employers
Post about educational opportunities on the platform

Video

Animated video guides for digital tools

produced 3 detailed animated explainer videos guiding users through the Veteran Career digital platform, demonstrating profile creation, military-to-civilian skill conversion (Military Skills Translator), and job application workflows.

Ukrainian, with embedded subtitles

Communications

Crisis & moderation framework

created strict comment moderation protocols, risk-mitigation scenarios, and interactive monitoring dashboards to track user conversion journeys.

Results

Results

  • Clear 3-year strategic roadmap to systematically scale brand awareness, build institutional trust, and secure long-term adoption among veterans and employers.

  • Comprehensive brand & ToV standard: сreated a complete brand guide, Tone of Voice rules, crisis protocols, and a unified messaging system across physical and digital touchpoints.

  • 35000 print materials produced & distributed: expanded offline brand presence across administrative and veteran support hubs across regions.

  • 20 ready-to-publish SMM assets including 3 animated explainers: built a complete content package accelerating digital engagement and simplifying user onboarding for the Veteran Career digital platform.

By combining deep strategy, human-centered storytelling, and accessible digital guidance, we established a foundation for a new hiring culture that transforms veteran reintegration into a catalyst for national economic growth.

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