DICE

Dice has been connecting technologists to companies — and vice versa — since the early-90s. But the brand needed a refresh. (Or, in their case, a restart.) In doing so, I wanted to find a common denominator for both the B2B and the (very broad) B2C audiences. Quite the conundrum. After all, the category of “technologist” can range from management to engineer, so leaning too far one way or the other would surely lose part of Dice’s audience.

The solution was found on the ubiquitous keyboard. With Keys To Tech, the idea was to keep the messaging in a world they know well with no frills, no flash. Just share the benefits of embracing Dice for your career/business, while leveraging the one thing we could be sure the audience would all be familiar with.

OOH

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