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Selected work 2025 Skilled trades · Workforce recruitment

No Trade Offs

HubSpot CMS Designer & developer · Figma → HubSpot View live site
Live at every breakpoint — desktop · tablet · mobile.
The brief, in three moves

What we built and why.

Problem

Where we started

Industry association launching a recruitment platform for Gen-Z and millennial audiences considering a career in home-building trades. The pitch — earn while you learn, no student debt, owner-operator in years — competes against four-year-college defaults and against the cultural assumption that trades are second-tier. The site had to feel like the brands the audience actually scrolls on TikTok, not like a government-recruitment portal. Yet it had to launch on HubSpot to fit the client's existing marketing-ops stack.

Phase 01 of 03
Approach

What we built

Brand design in Figma anchored on the "AI CAN'T. I CAN." tagline — the answer Gen-Z is implicitly asking when they decide what to do with their lives. Interactive career quiz ("Fix It, Build It, Wire It — Which One Are You?") routes visitors to one of ten trade-specific profile pages (Carpenter, Electrician, Plumber, Roofer, Gasfitter, Refrigeration & A/C, Sheet Metal, Tile Setter, Construction Manager). HubSpot build with the editorial template constrained so the marketing team can add new programs without breaking the brand.

Phase 02 of 03
Result

What changed

10 trade profile pages · interactive career quiz · social-first content patterns · launched on HubSpot without looking like HubSpot

Phase 03 of 03

A trade-recruitment site for the TikTok generation — built on the same HubSpot the marketing team already knew.

01 / 04

The brief

The home-building trades industry was watching apprenticeship enrollment fall every year while four-year colleges scooped up applicants who would've been happier — and earned more — as electricians or carpenters. The client needed a recruitment platform that talked to Gen-Z and millennials directly, not through their parents. And it had to launch on HubSpot, because the marketing team already lived there.

02 / 04

AI can't. I can.

The brand tagline came out of the design process. Every Gen-Z visitor has been told for two years that AI will take their white-collar job. The trades are the exact opposite — they cannot be automated. We made that the hero. The visual language took cues from TikTok-native fashion and music brands rather than from association-marketing convention.

03 / 04

The quiz routes the visitor

A 60-second interactive quiz ("Fix It, Build It, Wire It") asks visitors what kind of work they actually like — hands-on building, problem-solving, working outdoors, working with electronics. The result routes them to one of ten trade-specific profile pages with apprenticeship pathways, average earnings, and current openings. Conversion happens at the profile page, not at the homepage.

04 / 04

The numbers

Ten trade profile pages live on launch. Quiz module built as a custom HubSpot module so the marketing team can A/B-test routing logic. The site demonstrably doesn't feel like a government portal — which is exactly what a 22-year-old shopping for a career needs.

By the numbers

The work, measured.

10
Trade profile pages
Live
Career quiz
Gen-Z
Target audience
Design + dev
Discipline
Keep going

More work, more platforms.

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