To capture the attention of students: Creating a recruitment brochure with bold ideas.

We have been working with Aikawa Research & Design since the redesign of their corporate website, and this time we were entrusted with the entire process of creating a brochure for their new graduate recruitment, from concept development and interviews to photography, copywriting, and design.

Initially, the direction was to create something that matched the style of the website, conveying both calmness and a sense of innovation. However, as we continued the discussion, we came to the conclusion that in today's tough recruitment market, a brochure that couldn't be used as a weapon would be meaningless. So, we temporarily set aside the style of the company website and shifted towards a bold, creative approach that would grab the attention of our target audience: recent university and vocational school graduates.

Before starting on the specific design, the creative director discussed key visuals and copy with the design team. Based on the vision that their current business is protecting local infrastructure and that they will be focusing on disaster prevention and mitigation in the future, they decided to use "love" as the keyword. In fact, there had been a problem with many people misreading the company name "Aiga" as "Aikawa," so the main copy was created to make sure that at least "Aiga" would be memorable. After considering several visuals, a strong main copy was finally created, and a simple cover was made to make the most of it.