the request Focus El Salvador was looking to create a new recruitment campaign for the year 2016. Inspired by the company name, the concept “Focus on” was created for this campaign. the solution The Customer Support industry in El Salvador is a highly competitive field, so a new branding and layout style were adopted with fresh, vibrant colors and a fun/casual communication tone was suggested for the campaign. The photography style elicits the profile of outgoing and energetic people the company seeks and also stands out from the traditional corporate style photography style the competition used in their communication. The company's mascot “Benito” was made to feature more in advertisements and branding materials. Complimentary materials using the new branding style and the company mascot “Benito”, such as decals for the home office were proposed. To support the company culture, t-shirts and promotionals such as water bottles were suggested as a “welcome kit” for new hires.