Hatch Hotlist 2025
10M+ organic views
$0 ad spend
Shared by Canva, Notion & Eucalyptus
Project Overview
The Hatch Hotlist is an annual insights campaign spotlighting the most desired employers among Gen Z and Millennials in Australia. The 2025 edition surveyed nearly 2,000 professionals, uncovering key trends shaping the future of work. From AI adoption and side hustles to hybrid work and career optimism.
This year’s theme, Security and Growth in an Uncertain World set the stage for a refreshed campaign identity that needed to be bold, data-forward, and built for scale across report, web, and social.
My Scope of Work
Creative Direction, Campaign Identity System, Editorial & Report Design, Web & Social Design, Trophy Design
See website here
Campaign Direction
Built on the idea that clarity builds trust, the direction for 2025 turned data into insight-driven themes that were relevant, credible, and worth sharing.
A refreshed Hotlist 2025 wordmark anchored the identity, with the familiar zap reimagined as a supporting accent, carrying forward recognition while signaling growth and confidence.
To humanize dense data, illustrative cues and iconography brought themes like AI, Side Hustles, and Ghosting to life, making each trend distinct and engaging, resonating with both employers and future talent.
Outcome
The campaign transformed complex data into a clear, insight-led narrative, positioning Hotlist as a trusted annual benchmark for the future of work.
The 2025 campaign achieved:
10M+ organic views with $0 ad spend, amplified by leading employers like Canva, Notion, and Eucalyptus sharing branded assets and winner tiles across their own channels.
Beyond reach, it helped fortify Hatch’s positioning among Gen Z talent and strengthened connections with Australia’s top hiring teams, driving both brand recognition and long-term credibility for future editions.