Carla is a new concept of professional events in the field of photonics (the study and applications of light), which aims to increase visibility and diversity in the field. In particular, Carla wants to improve the employability of students and researchers of different genders, ages and nationalities, by networking with professionals from different industries and academies.
Carla's executives approached us to create a communication campaign for the events aimed at students, professionals and academics in the sector.
Unlike most events in the field, we decided to focus Carla's campaign on people who choose photonics as a career, rather than photonics itself. The goal is to communicate that photonics is more than a career: it is an activity that promotes well-being, empowers people, is entertaining, diverse and inclusive.
The communication pieces show different people "embraced" by Carla's logo, accompanied by messages that connect the word "light" with a value and emotion associated with the challenge of choosing photonics as a career.
This strategy generates a positive and personal feeling about the field, which contributes to increasing diversity and inclusion in it.
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