This project was completed during Yordan Silvera’s tenure as Creative Director at MOSAIC, where he led the creative team responsible for NABTU’s rebrand and website redesign. Working closely with NABTU, the team aligned the organization’s visual identity and digital presence with its evolving strategic direction and diverse audience. The collaborative UX/UI process included mapping user journeys, streamlining user flows, and creating a digital experience that more effectively connected prospective apprentices with training opportunities. Under Yordan’s creative direction, the new brand system balanced clarity, functionality, and visual impact across digital and print channels.
The broader campaign extended beyond the website to include lead-generation landing pages, interactive educational tools, digital advertising, email nurture campaigns, and direct-mail postcards. The team continuously reviewed performance data and worked with NABTU to make iterative improvements, refining the digital experience and campaign strategy to increase engagement and lead generation.
The result was a cohesive, modern brand identity and a stronger digital platform that helped NABTU better serve its members and attract prospective apprentices. The refreshed identity gained adoption across regional councils nationwide, while the improved digital presence contributed to greater brand awareness, stronger organic and paid search visibility, and increased apprenticeship inquiries. Within two years, monthly apprenticeship leads had tripled.
