A career fair that felt like Lagos.
Creative concept and direction: Akintomiwa Ojedele.
Design development and execution: Jobberman Design Team. Physical event delivery was collaborative.
The fair needed to serve job seekers and employers, while making room for exhibitions, talks, learning and networking.
I wanted the event to have its own sense of place. The opportunity was to use the city’s familiar language to help people understand and move through the experience.
In Lagos, Mainland and Island are familiar ways of talking about different parts of the city. I used that shared understanding as the creative starting point for the fair.
Main programme, talks and the job seeker experience.
Exhibitions, employers and opportunities to connect.
The metaphor gave the event a structure, not just a local visual theme.
The direction extended into a Danfo-inspired entrance. Danfos are the yellow minibuses woven into everyday life in Lagos; that familiar reference became a way into the event.
Directional signs, exhibition zones, employer areas and environmental graphics helped carry the concept through the space.
I owned the core concept and creative direction. Design development and execution were collaborative, with the Jobberman Design Team translating the direction into the individual assets.
The idea moved beyond the campaign into the entrance, event zones and wayfinding. It gave different parts of the fair a shared reference point.
For me, the value was in using cultural familiarity to organise an experience. A reference becomes more useful when it helps people understand where they are and what they can do next.
Creative concept and direction: Akintomiwa Ojedele.
Design development and execution: Jobberman Design Team.
