Egill Design x Untapped

Untapped Demand Gen Guides.

Overview

Working closely with the Content Manager, we built a monthly guide program targeting DEI professionals as a lead gen engine. Each guide went into territory Untapped had never touched before, which gave me full creative control over layout and design. The focus was on making them visually engaging with diverse photography and illustration, and building in moments worth remembering. Every guide became a full campaign: a dedicated landing page, a set of LinkedIn ads, and a blog post to drive traffic.

Alongside the guides, I ran a brand ad program in partnership with Refined Labs. They brought the metrics, I brought the creative. Each month I built new ads based on what performed the previous month, with A/B tests running constantly to keep things sharp.

The video tackled a problem every recruiter knows: losing data and DEI metrics when switching hiring platforms. I clipped live footage and edited it into a 6, 15, and 30 second cut, each one built to tell the same story in less time.

Scope

HubSpot Creative Direction Advertising Motion Video Editing Landing Pages Email Design Content Design HTML/CSS

Equal Opportunity, Recreated

15-second cut from a longer video built to stop a recruiter mid-scroll. Once you see the discrimination baked into traditional hiring, it's hard to unsee. The edit uses live footage to tell that story fast.

Diversity Recruiting Trends

A full campaign built around a downloadable guide for DEI professionals. The guide, landing page, email, and LinkedIn ads were all designed to work together, pulling the same visual language through every touchpoint from the illustration style to the color palette.

Building an Equitable Top-of-Funnel Pipeline

A comprehensive guide for DEI professionals on building an inclusive hiring process from the ground up. Paired with a LinkedIn ad campaign mixing illustration and real photography to drive downloads and generate leads.

Always Testing, Always On

Brand ads built in partnership with Refined Labs, refreshed monthly based on performance data with A/B tests running constantly. Photography, illustration, and product UI all in the mix. The orange consistently came out on top, leading by 3 to 5% every time.