Annjela NelsonBack to portfolio ↗

Selected work / Charlotte, NC

Skilled to Build

Skilled to Build.

A stronger workforce.
A brand built to connect.

Brand campaign · Environmental graphics
Print · Branded collateral

Skilled to Build billboard bringing the campaign into the city
01 / Out in the worldOpportunity deserves to be seen.

The project

Opportunity,
made visible.

Skilled to Build connects Charlotte’s residents and small businesses to workforce and infrastructure opportunities. This campaign brings that mission into everyday view, from the construction site and storefront to print and digital communication.

The initiative is funded by the City of Charlotte, led by Charlotte Works, and administered by White Label Management Group.

The challenge
Make workforce information clear, approachable, and recognizable across formats.
The approach
People-first imagery, direct headlines, and a consistent navy-and-green visual system.
The application
Seven individual campaign mockups spanning outdoor, print, and branded materials.

The visual identity

Type. Color.
Character.

Abc012

Typography

Helvetica Neue

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Brand color palette

Charlotte Black · Light Green · Green · White

Charlotte Black

HEX
#141C29
RGB
20 / 28 / 41
CMYK
86 / 75 / 55 / 69

Charlotte Light Green

HEX
#74B757
RGB
116 / 183 / 87
CMYK
60 / 5 / 88 / 0

Charlotte Green

HEX
#21834C
RGB
33 / 131 / 76
CMYK
85 / 25 / 89 / 11

White

HEX
#FFFFFF
RGB
255 / 255 / 255
CMYK
0 / 0 / 0 / 0

Campaign applications

One brand.
Across every touchpoint.

Skilled to Build branded construction fence panels with workforce portraits and hiring messages
02

Environmental graphics

Construction-site signage

A connected sequence of panels brings the campaign to the places where the work happens.

Four Skilled to Build storefront window graphics with navy and green campaign designs
03

Brand in the community

Storefront & window graphics

Street-facing graphics pair people, opportunity, and a recognizable brand presence.

Skilled to Build workforce banner attached to scaffolding
04

Large-format print

Site banner

One clear message, scaled for an active construction environment.

Front and back of a Skilled to Build direct-mail postcard on a clean white background
05

Print communication

Direct mail & postcard

A front-and-back mailer brings the employer message into a compact, tangible format.

Open Skilled to Build tri-fold brochure showing hiring information and workforce photography
06

Editorial communication

Brochure & newsletter design

A detailed print layout organizes program information, benefits, and next steps.

Skilled to Build branded hard hat, notebook, business cards, ID badge, lanyard, pen, and tape measure
07

Everyday brand applications

Branded collateral

Business cards, a notebook, identification, and job-site essentials complete the system.

Instagram campaign

Built for
the feed.

One connected feed. One clear message: connect local talent with the businesses building Charlotte.

Skilled to Build logo

Skilled to Build

Instagram campaign showcase

Our future. Your opportunity.
Building stronger teams in Charlotte.

skilledtobuildclt.com ↗
Posts09
Your next hire. Partially reimbursed.
01 / Instagram

Your next hire. Partially reimbursed.

Woman meeting with a job candidate across a desk
02 / Instagram

Making connections

You keep the talent.
03 / Instagram

You keep the talent.

Light rail train in front of the Charlotte skyline
04 / Instagram

Charlotte on the move

Charlotte skyline illuminated at night
05 / Instagram

A brighter Charlotte

Warehouse worker in a safety vest smiling during a phone call
06 / Instagram

The people behind the progress

Hire. Train. Get reimbursed.
07 / Instagram

Hire. Train. Get reimbursed.

Two women collaborating at a table with a laptop
08 / Instagram

Building together

Invest in talent.
09 / Instagram

Invest in talent.

Select an image to view the full creative.

The website

The complete
digital experience.

Visit skilledtobuildclt.com ↗
skilledtobuildclt.comLive website

Scroll and explore the live website above.Open in a new tab ↗

The complete campaign

From first impression
to everyday connection.

A shared visual language connects each application: confident typography, workforce imagery, navy foundations, and green accents. Each format gives the message room to work at its own scale.

Explore the Skilled to Build website ↗