ZUP Nysa

ZUP Nysa

zupnysa.pl

ZUP Nysa is a company present on the market since 2011, specializing in the dyeing and steel industries, as well as employee outsourcing

ZUP Nysa is a company present on the market since 2011, specializing in the dyeing and steel industries, as well as employee outsourcing

ZUP Nysa is a company present on the market since 2011, specializing in the dyeing and steel industries, as well as employee outsourcing

The management of ZUP Nysa decided to refresh their online presence and strengthen relationships with both current and prospective business partners, as well as employees
The management of ZUP Nysa decided to refresh their online presence and strengthen relationships with both current and prospective business partners, as well as employees
The management of ZUP Nysa decided to refresh their online presence and strengthen relationships with both current and prospective business partners, as well as employees

Client

ZUP Nysa

Services

Brand strategy

All graphic design

WebDesign
Online marketing
Social media

Industries

Steel industry

Hiring employees

Employee outsourcing

Date

October 2022

INTRODUCTION

I invite you to read a case study of one of my most significant design challenges. It was the first project of this magnitude and complexity where I didn't work 1:1 with the company owner as before, but with an entire team and the management. 

ZUP Nysa is a company that has been present in the market since 2011, deeply rooted in the business world, specializing in the paint and steel industries. Over the years, it has established a strong position in the market, collaborating with leading global companies. Currently, it employs over 200 specialized production workers. Apart from its activity in the B2B sector, the company provides outsourcing services for businesses across Poland. 

The management of ZUP Nysa decided to refresh their online presence and strengthen relationships with both current and prospective business partners, as well as employees. Despite their knowledge and vast experience, the company faced challenges in fully reflecting its values, successes, and mission online. 

From the very outset, I was extremely excited about this project and the fact that I was chosen for the collaboration among several other companies.

The prospect of applying the knowledge I had gained working with smaller client firms and juxtaposing it with the challenges of a much larger company was exhilarating. I was deeply involved in every phase of this undertaking, just as the entire ZUP NYSA team was.

An exceptionally good communication, information flow, and work culture developed between us. Our primary objective was to design and distribute a consistent and appealing brand ecosystem, which would simultaneously be practical and valuable for customers as well as employees. We placed the utmost priority on effective recruitment of new employees. 

CHALLENGE 

Redefining the company
Internet presence strategy
Consistent visual system
Content creation, copywriting
Company's online distribution strategy
Google Business listing and reviews acquisition 
Offline promotional materials
Paid advertising
Meta Ads / Google Ads,
Segmenting communication for B2B and B2E 
Social media management
Employer branding
Website design

COMMUNICATION 

The first step on my part was to analyze the main point of contact with the brand - Facebook. ZUP Nysa did not have a website; instead, the company based its communication on social media. I presented my observations in the form of a 10-minute video - such video recordings became a cornerstone in our communication. On average, I recorded one video weekly, updating about the current progress and specifying what I needed from the team. This enhanced our collaboration - video is an excellent medium for conveying a vast amount of information and also allows presenting multiple threads in a very accessible form. 

My communication with the ZUP Nysa team was fully remote due to the distance between us.

Initially, it was mainly via email, but later we created a separate group on WhatsApp. I also visited the company's headquarters several times to get a closer look at both the company and the people behind it. 

A strong asset I decided to leverage was the physical employees hired by ZUP Nysa.

A significant reference point was a survey I conducted among them, which included questions like: 

Where did you find this job offer?
What do you dislike most about your job? 

What influenced your decision in choosing this offer? 
Which 3 apps do you use the most? 

The survey primarily aimed to define and characterize our target audience, their professional motivations, and online habits. It provided a wealth of information that I later utilized in the process of creating a marketing funnel. These valuable insights helped us better understand which content and marketing strategies are most effective in our engagement with this target group. 

AUDIT

But getting back to the audit. I put myself in a hypothetical situation – I visited the fanpage with the eyes of a potential future employee. The fanpage seemed stark and impersonal. There were a few stock photos, but what was missing was authenticity, emotion, a story, and a narrative. At the core of the communication was the logo...

There were no faces, no team, no employees, nor any history. It lacked an element that caught my attention.

The fanpage felt too anonymous, resembling more of a bulletin board. It was missing a personalized, personal touch, a friendly human factor. There was no content or information about the company, just one announcement after another. 

This resulted in the fanpage remaining dormant, without any interaction with the community, without any likes. The audience simply had no one and nothing to engage with, which in turn negatively impacted trust-building, reflected in the lack of reviews and feedback. 

The contact details were too modest, limited only to a phone number, which in today's world is inadequate. The inconsistency in linguistic style and lack of a clear message were glaring. Posts were written in both Polish and English, and the graphics and fonts weren't appealing enough. Overall, it unfortunately gave an impression of chaos, lack of consistency, and a low level of professionalism, both in terms of format and style. 

CONCLUSIONS AND DIRECTION OF ACTION 

Analyzing everything, I didn't ponder long on how to improve it. The conclusions were evident - we needed revolutionary changes. The goal was for the company to convey that it's an employer that cares about its employees, appreciates them, supports, and motivates them in every dimension. 

Approaches with empathy, rather than just seeing an individual as a mere cog in the machine or a personal identification number generating company revenue. 

I had a vision of a strong brand that would be closer to people, more authentic, credible.

I wanted the brand to inspire trust and attract the willingness to collaborate from both clients and employees, effectively communicating its strong market position. I knew it was possible, but a long journey lay ahead of us. 

As I set out, my primary objective was to place the employee at the heart of the new communication. They were to be the lifeblood of the company. Intensifying the message, increasing trust and authenticity were the main directions. A consistent visual aesthetic also played a significant role. In defining the tone and character of communication, I utilized archetypes. The models I proposed highlighted both the human aspect and the brand's professionalism. 

BRAND ARCHETYPE 

One of the tools frequently used to streamline brand communication, create an effective strategy, and define its tone is archetypes. Archetypes are universal personality patterns consisting of a set of typical traits, inspired by psychology, sociology, culture, and literature. 

By leveraging brand archetypes, companies can more effectively shape their messages, advertising strategies, and communication, allowing customers to better identify with the company and more easily understand and remember it and its values. 

Who are we? Where are we? Why are we here? Who are we for? Before identifying the full picture of the brand, it's worthwhile to ask one more question: what truly motivates and matters to the audience? 

The theory of archetypes was developed by Carl Gustav Jung, but thanks to its popularization by M. Mark and C. S. Pearson, it made its way into marketing, where it's used to craft the personality and role of a brand in the life of its audience. 

It's essential for us to contemplate WHO the brand is and how to imbue it with a personality that encompasses its mission, goals, and core values. This way, it becomes a protagonist capable of narrating its story, resonating with those like-minded. With such a defined framework, we can create more effective, consistent graphics, campaigns, and advertising messages. 

VISION, MISSION, ORGANIZATION STRATEGY 

For many marketers, without this element, there couldn't be a good brand. However, the phrases in the header are, to me, heavily clichéd by these very marketing gurus, their manuals, trainings, and followers. 

I often notice that companies create textbook-perfect "visions, missions, and strategies" because it's the "thing to do", but they don't commit to their realization. 

The simple reason is that these slogans aren't connected to the company's true values and objectives. Moreover, these premises often find their place on office walls and nowhere else! They aren't communicated and don't engage employees. 

 Employees often don't understand the higher purpose; they just do their jobs and don't concern themselves with these "formulaic statements". I don't blame them, as these often are just dull and stereotypical phrases, crafted through copy/paste. Companies use generic terms that don't distinguish them in the market. This renders their "personal visions, missions, and strategies" forgettable and makes them blend into one outdated jargon alongside the competition. 

That's why at ZUP Nysa, we left this subsection blank. Until one night, I received a message from the board that roughly read: 

"Our mission is to build a good relationship with the employee. In the recruitment process, we look not just for an employee, but above all, for a human being. We're interested not only in what the candidate can do but also in who they are. We always strive to treat everyone with respect and dignity, supporting them in every aspect so they feel valued and confident." 

"Our mission is to build a good relationship with the employee. In the recruitment process, we look not just for an employee, but above all, for a human being. We're interested not only in what the candidate can do but also in who they are. We always strive to treat everyone with respect and dignity, supporting them in every aspect so they feel valued and confident." 

That was it! A perfect culmination of the conceptual work on the brand. Complete, expressing commitment and a human touch, perfectly fitting the previously defined Employee Leader archetype. 

Moreover, it also tied in with a strong sense of social responsibility that the brand represented. What set ZUP Nysa apart in my eyes was their commitment to living out their company's mission and their genuine involvement in social activities, charity events, sporting events, and cultural festivities. Their mission didn't end with business – they were equally passionate about improving the life of the local community. 

IN THE BEGINNING, THERE WAS A RECTANGLE 

Every time I face a new design and begin creating something fresh, I feel an inner unease and an emptiness in my mind. On the other hand, I sense excitement and a motivation to give 110% and craft the best project I can currently manifest from my skills and competencies. My goal is to create something both useful and visually appealing. 

I often begin with mood boards, but for ZUP Nysa, I honed in on available materials like the brand book and significant strategic brand decisions. 

 Suddenly, I realized I could approach this as painting a picture.

Even the most intricate painting starts with a drawing, essentially a sketch, and a sketch is nothing more than a collection of basic shapes. For ZUP NYSA, that foundational shape was a rectangle - a geometric figure with distinct lines, pronounced contours, and sharp edges. 

So, without hesitation, I drew a rectangle on a piece of paper and immediately began translating it into a website structure - a rectangle within a rectangle. I focused on crafting an interactive and intuitive website, considering two distinct target groups. The whole aim was to ensure visitors easy access to pertinent information. 

Regarding the color palette, I opted for simplicity, referencing the brand's colors, enriched with shades of grey. For images, I employed a duotone effect. 

In every design project, I seek a key that aligns with the company's character and the specific industry's nuances. At the same time, I strive to find elements that break conventions and add a certain "zest." 

Initially, the designs seemed too static, monotonous, and square, so I decided to introduce movement. Adding a video in the hero section, animations, and micro-interactions made the pages more dynamic and appealing to users. 

WEBSITE USABILITY, ACCESSIBILITY, AND UX 

Now, let's focus on aspects that not only please the eye but also influence the functionality of the site, the user experience, usability, and conversion efficiency. I always strive to create websites that are exceptionally simple and user-friendly. This approach is justified for several reasons. Firstly, websites with a minimalist design often look better. Secondly, simplicity and clarity are key elements ensuring website usability. And website usability is one of the most critical factors in effectively achieving site objectives – that is, conversions. 

When designing the website for ZUP Nysa, I started with a few primary assumptions: 

People are lazy; they quickly seek information and interaction to achieve their goals. 
People have short attention spans, and we need to capture and hold their attention. 
People can lose track of where they currently are, especially on complex websites. 

NAVIGATION THAT TRULY GUIDES 

Considering the two vastly different target groups, which land on the page from various links and locations, my priority was clear content segmentation and explicitly indicating to the user their current position on the site. 

Given the site's extensive structure, I deemed the standard top menu insufficient. 

The solution I adopted was relocating the menu from the top to the side, adopting an 'always on display' approach, and additionally showcasing a progress bar for content on the current subpage. This allows users to always know their exact location and significantly facilitates navigation throughout the site. 

This unconventional approach, seldom encountered, is typically reserved for larger platforms or online stores. Therefore, I believe it inherently serves as a captivating distinguishing feature for this website. 

Moreover, when delving into deeper subpages, the navigation path remains visible, making it easier for users to track their location and return to previous sections. Additionally, as one scrolls, the top menu stays pinned, showcasing the primary topics available on the page and a dedicated CTA button. This provides users with constant access to key functions and greatly simplifies site navigation. 

A CURE FOR LAZINESS AND BOREDOM 

Sometimes, I feel that a designer's two greatest adversaries are the audience's laziness and boredom. Inevitably, every website comprises often mundane blocks of visual and textual sections. Text content is supported, emphasized, and complemented by visual content, which in itself carries a wealth of information. However, text holds greater content value, though it's harder to consume. 

Thus, I decided to employ storytelling, scannable headlines, and select the essence of the message, without beating around the bush. This ensures that the user isn't overwhelmed by extensive text on the page. 

The next challenge is retaining the users' attention. Often, while browsing a site, we jump between headers, scroll rapidly, switch tabs, glance at graphics, and only focus on standout elements. Hence, creating a rhythm that guides the user throughout the website is crucial. 

The most effective attention-grabbing and retaining content is video. I used this in the most pivotal section of the page, the hero section. It's a powerful opening element, capturing attention and conveying crucial information about the company and its areas of operation even before the user starts scrolling. Additionally, I complemented the hero section with key headlines and directed traffic into two main channels: "Jobs" and "Collaboration," with an additional tile containing a CTA leading to the contact section. 

IN THE BEGINNING, THERE WAS A RECTANGLE 

Every time I face a new design and begin creating something fresh, I feel an inner unease and an emptiness in my mind. On the other hand, I sense excitement and a motivation to give 110% and craft the best project I can currently manifest from my skills and competencies. My goal is to create something both useful and visually appealing. 

I often begin with mood boards, but for ZUP Nysa, I honed in on available materials like the brand book and significant strategic brand decisions. 

 Suddenly, I realized I could approach this as painting a picture.

Even the most intricate painting starts with a drawing, essentially a sketch, and a sketch is nothing more than a collection of basic shapes. For ZUP NYSA, that foundational shape was a rectangle - a geometric figure with distinct lines, pronounced contours, and sharp edges. 

So, without hesitation, I drew a rectangle on a piece of paper and immediately began translating it into a website structure - a rectangle within a rectangle. I focused on crafting an interactive and intuitive website, considering two distinct target groups. The whole aim was to ensure visitors easy access to pertinent information. 

Regarding the color palette, I opted for simplicity, referencing the brand's colors, enriched with shades of grey. For images, I employed a duotone effect. 

In every design project, I seek a key that aligns with the company's character and the specific industry's nuances. At the same time, I strive to find elements that break conventions and add a certain "zest." 

Initially, the designs seemed too static, monotonous, and square, so I decided to introduce movement. Adding a video in the hero section, animations, and micro-interactions made the pages more dynamic and appealing to users. 

WEBSITE USABILITY, ACCESSIBILITY, AND UX 

Now, let's focus on aspects that not only please the eye but also influence the functionality of the site, the user experience, usability, and conversion efficiency. I always strive to create websites that are exceptionally simple and user-friendly. This approach is justified for several reasons. Firstly, websites with a minimalist design often look better. Secondly, simplicity and clarity are key elements ensuring website usability. And website usability is one of the most critical factors in effectively achieving site objectives – that is, conversions. 

When designing the website for ZUP Nysa, I started with a few primary assumptions: 

People are lazy; they quickly seek information and interaction to achieve their goals. 
People have short attention spans, and we need to capture and hold their attention. 
People can lose track of where they currently are, especially on complex websites. 

NAVIGATION THAT TRULY GUIDES 

Considering the two vastly different target groups, which land on the page from various links and locations, my priority was clear content segmentation and explicitly indicating to the user their current position on the site. 

Given the site's extensive structure, I deemed the standard top menu insufficient. 

The solution I adopted was relocating the menu from the top to the side, adopting an 'always on display' approach, and additionally showcasing a progress bar for content on the current subpage. This allows users to always know their exact location and significantly facilitates navigation throughout the site. 

This unconventional approach, seldom encountered, is typically reserved for larger platforms or online stores. Therefore, I believe it inherently serves as a captivating distinguishing feature for this website. 

Moreover, when delving into deeper subpages, the navigation path remains visible, making it easier for users to track their location and return to previous sections. Additionally, as one scrolls, the top menu stays pinned, showcasing the primary topics available on the page and a dedicated CTA button. This provides users with constant access to key functions and greatly simplifies site navigation. 

A CURE FOR LAZINESS AND BOREDOM 

Sometimes, I feel that a designer's two greatest adversaries are the audience's laziness and boredom. Inevitably, every website comprises often mundane blocks of visual and textual sections. Text content is supported, emphasized, and complemented by visual content, which in itself carries a wealth of information. However, text holds greater content value, though it's harder to consume. 

Thus, I decided to employ storytelling, scannable headlines, and select the essence of the message, without beating around the bush. This ensures that the user isn't overwhelmed by extensive text on the page. 

The next challenge is retaining the users' attention. Often, while browsing a site, we jump between headers, scroll rapidly, switch tabs, glance at graphics, and only focus on standout elements. Hence, creating a rhythm that guides the user throughout the website is crucial. 

The most effective attention-grabbing and retaining content is video. I used this in the most pivotal section of the page, the hero section. It's a powerful opening element, capturing attention and conveying crucial information about the company and its areas of operation even before the user starts scrolling. Additionally, I complemented the hero section with key headlines and directed traffic into two main channels: "Jobs" and "Collaboration," with an additional tile containing a CTA leading to the contact section. 

WEBSITE STRUCTURE  

The entire website comprises 7 main pages + job offer pages. 

The most crucial page is the "Jobs" tab, where you can find current job offers categorized by profession. While browsing job offers, on the right side, two sections freeze in place: a banner for quick contact and a CV application to the company's database, as well as an invitation to sign up for the newsletter. 

Between the job offer sections, a box appears with employee reviews from three platforms: GoWork, Google, and Facebook. This serves as an excellent social proof, affirming ZUP Nysa's promises through employee feedback. 

JOB OFFER PAGE 

Regarding the pages containing job offers, I decided to create a single template and divide the main section into two parts. On the left side, there's a very graphical presentation of the most vital aspects, while the right side provides more detailed information about the job responsibilities, expectations, and additional benefits. 

Each offer is topped off with a large, appealing green "APPLY" CTA button that leads us to a dedicated contact form where the applicant can enter their details and attach their CV. 

Below the "Apply" button, you can find contact details for the recruitment manager responsible for the specific offer, along with an option to sign up for the newsletter and view similar job offers. Considering that visitors might come from various sources and may not be familiar with ZUP Nysa, I decided to conclude each offer page with an informational section about the company and frequently asked questions. 

BRAND DISTRIBUTION 

Here, we had at our disposal a vast arsenal of both online and offline inbound and outbound marketing tools. I designed a marketing funnel for various target groups. 

Top of the Funnel Capturing attention, the first point of contact, awareness: social media, Facebook groups, job listings on job portals, search results, referrals, billboards, leaflets, social media ads, Google Ads. 

Middle of the Funnel Interest in the offer and engagement: visual consistency, blog articles, employee stories, visual content - photos, videos, company website with detailed offers, researching company information - employee reviews, newsletters. Call to action, contact, CV application, and email acquisition, remarketing campaigns to maintain attention and interest in the company. 

Bottom of the Funnel Getting to know and verifying the candidate, employment: engaging the employee in being an ambassador for the company.  

NEW REFRESHED SOCIAL MEDIA

Below, you will see examples of redesign; I designed a package of social media posts in the company's consistent style. But we didn't limit ourselves to just publishing job offers. I introduced new thematic silos showing the human face of ZUP Nysa. We informed about the company's life, the latest news in the job market for the metal industry. We also introduced a series of informational posts in Ukrainian for foreign workers.

OFFLINE MARKETING AND SOCIAL CAMPAIGNS

For ZUP Nysa, I also designed printed marketing materials such as business cards, leaflets, banners, and posters. But what's more important than that is the wonderful activity of ZUP Nysa in various areas of social life - from supporting artists and athletes to numerous charitable and social campaigns.

RESULTS

Collaborating with ZUP Nysa was challenging for me, yet simultaneously incredibly valuable and enlightening. I'm delighted to have been a part of this extensive project. It's a remarkable feeling to see how conceptual efforts, when consistently implemented, translate into positive outcomes in the company's reception and operations. 

This project was not just a professional challenge for me, but also a fantastic opportunity to step out of my comfort zone of working with smaller clients and try collaborating with a larger entity. Working with a bigger team taught me the importance of honesty, clear communication, task planning, time management, collaboration, validation, mutual respect, and empathy. 

Our collective sentiment is clear: we are proud of what we've achieved together. The results speak for themselves – the new brand ecosystem is not only visually appealing but, most importantly, functional. The brand's renewed communication, reflecting the spirit and character of the company, is evidence that the right vision, backed by determination and commitment, always leads to success.