[{"data":1,"prerenderedAt":390},["ShallowReactive",2],{"project-wearehr":3},{"locked":4,"title":5,"teaser":6,"slug":19,"type":20,"highlight":23,"order":24,"thumbnail":25,"hero":56,"herocolor":79,"year":80,"problem":81,"outcome":82,"contribution":95,"content":103,"thankYou":297,"readNext":298},false,"We Are HR",{"data":7,"body":8},{},{"type":9,"children":10},"root",[11],{"type":12,"tag":13,"props":14,"children":15},"element","p",{},[16],{"type":17,"value":18},"text","Modernising the brand of a niche management magazine.","wearehr",[21,22],"Client","Brand",true,91,{"metadata":26,"sys":29,"fields":45},{"tags":27,"concepts":28},[],[],{"space":30,"id":35,"type":36,"createdAt":37,"updatedAt":37,"environment":38,"publishedVersion":42,"revision":43,"locale":44},{"sys":31},{"type":32,"linkType":33,"id":34},"Link","Space","8fhxjm7547cq","1h4ur6VapSlbTRBLGYZxgO","Asset","2026-09-12T12:07:38.439Z",{"sys":39},{"id":40,"type":32,"linkType":41},"master","Environment",4,1,"en-US",{"title":46,"file":47},"WRHR thumbnail",{"url":48,"details":49,"fileName":54,"contentType":55},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1h4ur6VapSlbTRBLGYZxgO\u002F16e01a90d7dffeaa5c2ffc0e2ba42006\u002FWRHRthumbnail.png",{"size":50,"image":51},687252,{"width":52,"height":53},1400,1300,"WRHRthumbnail.png","image\u002Fpng",{"metadata":57,"sys":60,"fields":69},{"tags":58,"concepts":59},[],[],{"space":61,"id":63,"type":36,"createdAt":64,"updatedAt":65,"environment":66,"publishedVersion":68,"revision":42,"locale":44},{"sys":62},{"type":32,"linkType":33,"id":34},"6BEUYwNdeb4HGDzj6S8MVE","2019-08-15T17:25:31.767Z","2025-11-05T09:53:24.535Z",{"sys":67},{"id":40,"type":32,"linkType":41},26,{"title":70,"file":71},"WRHRheader",{"url":72,"details":73,"fileName":78,"contentType":55},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6BEUYwNdeb4HGDzj6S8MVE\u002F43acb1e33648ba8957ba25307eee64bf\u002FwrHR-cover.png",{"size":74,"image":75},539421,{"width":76,"height":77},1920,1080,"wrHR-cover.png","3d3d3d",2018,"We Are HR is a niche management magazine for HR decision makers. 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That framing has always been part of the problem; it flattens an entire field of human complexity into an administrative category. The opportunity was to treat the initials as something open; not a fixed abbreviation but a canvas, a starting point, something that could mean something different each time it appeared.",{"type":12,"tag":13,"props":127,"children":128},{},[129],{"type":17,"value":130},"Just as \"We, the People\" became a rallying call rather than just a legal preamble, WE ARE HR. could signal a shift in how the field sees itself. 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WE ARE HR. with a word inserted between; Hyper Real one issue, Honest Rebels the next, whatever the following issue demands. The structure stays fixed. The expression changes every time.",{"type":12,"tag":13,"props":194,"children":195},{},[196],{"type":17,"value":197},"Each issue becomes its own statement. A perspective, a provocation, a moment the publication is responding to. 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Bold typographic system built around the variable lockup. Neon colour injections against black and white. The energy of protest graphics and editorial design; direct, unapologetic, hard to scroll past.",{"type":12,"tag":13,"props":248,"children":249},{},[250],{"type":17,"value":251},"The rebellion is not in grand statements. It is in the consistency of the small ones; pushing back against the visual conventions the HR field has settled into, issue after issue.",{"type":12,"tag":137,"props":253,"children":254},{},[255,260,264,268,272,276,281,285,289,293],{"type":12,"tag":141,"props":256,"children":259},{"span":42,"src":257,"width":144,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5CH35xiz9L96nWmWVXgc3h\u002Fecb4d81abf664c79ec6c64dbe82f5a16\u002FWRHRCovers-issue6.png","#b1b1b1",[],{"type":12,"tag":141,"props":261,"children":263},{"span":42,"src":262,"width":144,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6xhK3CzZ196wN5AQZ9FaTm\u002Feb3f323711abf631b7f958cae51c3145\u002FWRHRCovers-issue3.png",[],{"type":12,"tag":141,"props":265,"children":267},{"span":42,"src":266,"width":144,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1FuHUDZAw2UvgBlXPAVJ71\u002Fca8995a1b5b4dca35cba37a3ea479aa8\u002FWRHRCovers-issue4.png",[],{"type":12,"tag":141,"props":269,"children":271},{"span":156,"src":270,"width":208,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FP5uJHPXQTeJTqFqwLTCjb\u002Fd625d0fcdef4ee8091ff977182498af6\u002FWRHRarticlesExampleArticleTwoFold.png",[],{"type":12,"tag":141,"props":273,"children":275},{"span":156,"src":274,"width":208,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6MZAyAY7ihPh3j8QAld1Tm\u002Fb09376cf49929eed42e19fb21a17c72a\u002FarticlesExampleTableOfContent2.png",[],{"type":12,"tag":141,"props":277,"children":280},{"span":173,"src":278,"width":279,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F18kximQQaqhhZpUYgTbvio\u002F04c9f8a81b15c1fafc565ef30a11ca57\u002FWRHRarticlesExampleInfographic.png",2000,[],{"type":12,"tag":141,"props":282,"children":284},{"span":156,"src":283,"width":208,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FoTdxzWUE2FP7dAFNPuW7k\u002Fe9f70de0901577a939c73452a5c78c7c\u002FWRHRarticlesExampleInterview.png",[],{"type":12,"tag":141,"props":286,"children":288},{"span":156,"src":287,"width":208,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2z5u8QrBJeCAOT0Ng8RsKG\u002Ff30068b84b12465670c0ac216765ca68\u002FWRHRarticlesExampleChapterTitle.png",[],{"type":12,"tag":141,"props":290,"children":292},{"span":156,"src":291,"width":144,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7FRHcPYOTLDnXNWj1q2pJ7\u002Fa43ec178d82c4268d0f06a717985cb6a\u002FWRHRarticlesExampleEditoral.png",[],{"type":12,"tag":141,"props":294,"children":296},{"span":156,"src":295,"width":144,"bg-color":258},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FOvLZMExisn7ECX90HJnYw\u002F1c89227130299533b4c9a91f1a131d27\u002FWRHRarticlesExample8x50.png",[],"This project wouldn't have had been possible without Raluca who had the insight and the strategy. Laura for the research and the clarity. David, Ana, Alexandra, Mircea, and a lot of others for the feedback.",{"metadata":299,"sys":302,"fields":317},{"tags":300,"concepts":301},[],[],{"space":303,"id":305,"type":306,"createdAt":307,"updatedAt":308,"environment":309,"publishedVersion":311,"revision":312,"contentType":313,"locale":44},{"sys":304},{"type":32,"linkType":33,"id":34},"2rdY2nccda0til6aKBkHxP","Entry","2020-01-11T16:46:34.545Z","2026-09-12T09:58:18.987Z",{"sys":310},{"id":40,"type":32,"linkType":41},2730,226,{"sys":314},{"type":32,"linkType":315,"id":316},"ContentType","project",{"title":318,"teaser":319,"slug":320,"type":321,"highlight":23,"order":322,"thumbnail":323,"hero":344,"herocolor":367,"year":80,"problem":368,"outcome":369,"contribution":383,"content":385,"thankYou":386,"readNext":387},"Primul","Designing a brand for the moment that starts every career.","primul",[21,22],93,{"metadata":324,"sys":327,"fields":336},{"tags":325,"concepts":326},[],[],{"space":328,"id":330,"type":36,"createdAt":331,"updatedAt":332,"environment":333,"publishedVersion":156,"revision":335,"locale":44},{"sys":329},{"type":32,"linkType":33,"id":34},"giifuxyoOZM3O9oljXtTi","2025-09-25T16:07:45.450Z","2025-09-25T16:14:11.570Z",{"sys":334},{"id":40,"type":32,"linkType":41},2,{"title":337,"file":338},"primulLogoAnimDark",{"url":339,"details":340,"fileName":342,"contentType":343},"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002FgiifuxyoOZM3O9oljXtTi\u002F7c4f70761a7b9040748293639725e38c\u002FprimulLogoAnimDark.mp4",{"size":341},5540704,"primulLogoAnimDark.mp4","video\u002Fmp4",{"metadata":345,"sys":348,"fields":357},{"tags":346,"concepts":347},[],[],{"space":349,"id":351,"type":36,"createdAt":352,"updatedAt":353,"environment":354,"publishedVersion":173,"revision":356,"locale":44},{"sys":350},{"type":32,"linkType":33,"id":34},"2QbW96TewQgVz8iFqsJqid","2021-02-14T14:34:19.172Z","2025-09-29T18:22:46.430Z",{"sys":355},{"id":40,"type":32,"linkType":41},3,{"title":358,"file":359},"primulHeader",{"url":360,"details":361,"fileName":366,"contentType":55},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2QbW96TewQgVz8iFqsJqid\u002F0deb2643e23bc5274ed3905419a99e47\u002FprimulHeader.png",{"size":362,"image":363},46505,{"width":364,"height":365},1440,876,"primulHeader.png","231F20","eJobs is a well-established job platform in Romania with a strong positive reputation. But with young people (recent graduates and university students looking for their first role) the brand was not landing. They were going to LinkedIn instead. The business need was clear: reach this audience, help them find their first job, and do it in a way that felt relevant to them. The strategic decision was to create a separate, focused brand rather than stretch eJobs to cover a segment it was not speaking to. A dedicated platform, with its own identity, its own voice, and its own purpose. The name had already been decided — Primul, Romanian for \"first.\" My role was to build the brand identity around it.",[370,373,375,378,381],{"number":371,"description":372},"GenZ","Romania's first dedicated job platform for first-timers",{"number":87,"description":374},"from first job anxiety to empowering brand",{"number":376,"description":377},"40%","entry-level jobs",{"number":379,"description":380},"1","bespoke typeface",{"number":87,"description":382},"strategic concept driving every design decision",[96,384,101],"Typography","###### The observation\n\n# You never forget your first\nEntering the job market for the first time is disorienting. There is no map, no clear path, and the process can feel intimidating before it even begins. But there is another side to that story — firsts are memorable. Your first teacher, your first love, your first job. They stay with you. The brief was not just to reduce anxiety. It was to make the experience worth remembering.\n\nThat tension between confusion and possibility became the foundation of the brand. Primul carries both the weight of the moment and the optimism of what comes next.\n\n::gallery{cols=\"12\"}\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2eJBNbVG7BdaajnVomvyMp\u002Fc0f3e8c37c2ab78a625a0776ec541c8a\u002FtotePrimul.png\" width=\"1000\" span=\"4\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002Fjy0kq7SCmgTwl05hAQJIU\u002Fbed1a6bcba825efe029f4580969a4648\u002FprimulTshirt-findYourTwist.png\" width=\"1000\" span=\"4\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1LFZXExbGqZ2xUc2DEL9yg\u002F4b51cb0f2cbc2b24ff45a9d3dd0700dc\u002FprimulCups.png\" width=\"1000\" span=\"4\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5Qt2E5nn57ttuiO65eRP1u\u002Fe1f6fa9170ecef226b0dd4da5da8f330\u002FprimulTshirt.png\" width=\"1000\" span=\"6\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5eBYTMS0GKh3ua1hfAS6eD\u002Ff694142e68767ca607b1de2919a1429a\u002FbannerPrimul.png\" width=\"1000\" span=\"6\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3a8QU3LNFnhmY4BJKDZj2D\u002F5ede47dc894e7175c2824b068ee7db5e\u002FinstagramGrow.png\" width=\"1000\" span=\"4\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3T4uglQglmLgmWyvoTYl0e\u002Fd7c0fa378014faee942d60241c81dc14\u002FinstagramExpFunMoney.png\" width=\"1000\" span=\"4\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F41Tcous8KMBThHoMtUf987\u002F143913429d1cceec19d71ba78c1323b3\u002FinstagramMoneyRain.png\" width=\"1000\" span=\"4\"}\n  ::\n::\n\n---\n\n###### Narrative-driven typography\n# Finding the path through the labyrinth\nThe central idea needed a visual form. The bespoke typeface was the answer. Outlined letterforms enriched with unexpected ligatures and inventive arrangements: typographic lines that twist, turn, and collide, mirroring the chaos and energy of a career just beginning. The letterforms are not decorative. They are the narrative made visible.\n\nTo complement this, bold colour contrasts inject optimism and energy. Vibrant neon greens, pinks, and yellows against a dark backdrop; isometric illustrations adding depth and perspective. The result is an identity that captures both the unpredictability of early working life and the excitement of stepping into it for the first time.\n\n::gallery{cols=\"12\"}\n  ::gallery-item{src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002FgiifuxyoOZM3O9oljXtTi\u002F7c4f70761a7b9040748293639725e38c\u002FprimulLogoAnimDark.mp4\" span=\"6\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7CdVA2dttgRlPdnG4Y90Xg\u002F254166b81fc36ba4bad3a1055193bb55\u002FprimulLogoAnimWhite.mp4\" span=\"6\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7xsqYarxbpupyLmUvxbmp6\u002F12d3b562fe7bee798c8e373d5b9c71b6\u002FPrimulCountdown.mp4\" span=\"4\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F66C0dPzw1TsjgOWSxiLyFt\u002F18a7ad491b39cfa231d6aeee31678956\u002FPrimulIcon.png\" width=\"1000\" span=\"4\"}\n  ::\n::\n\n---\n\n###### The practical\n\n# Making your first job a great experience\nPrimul is not just a brand. It is a platform designed to make the first steps into the job market genuinely easier. At its core, a curated selection of verified entry-level roles — no barrier of prior experience required. Alongside that, practical guidance: writing a CV, preparing for interviews, understanding employment rights.\n\nBeyond listings, Primul engages its audience directly through events, campaigns, and community-driven formats that make the job search feel less like an obstacle and more like the beginning of something. The brand, the content, and the platform work together as one system.\n\n::gallery{cols=\"12\"}\n  ::gallery-item{src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F6ojYAqdtVWYnigzXhBHiiV\u002F94b51ece373d129a72146e134e4e9882\u002FprimulWebsite.mp4\" span=\"12\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2HwY8HpfgVzgWRvj7uqXeC\u002F67bb6b24c4324f364321401cf905a498\u002FprimulCookie.png\" width=\"1200\" span=\"6\"}\n  ::\n  ::gallery-item{src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6LvByy8CXDIGLLQFed1KgK\u002Fa03b4e67b026704d3cc84b6a810a0634\u002FprimulBox__1_.png\" width=\"1200\" span=\"6\"}\n  ::\n::","Thanks Ana for the strategy and insight. David, Ana, Alexandra and Mircea for the feedback. ",{"sys":388},{"type":32,"linkType":306,"id":389},"1GqvAqUsmoSKi8k48IoOGo",1791308691515]