The process
01 — Discovering the Path
Secondary research into employer branding and Primax's current hiring funnel.
02 — Connecting the Dots Primary research (interviews, empathy maps, journey maps) with both current interns and prospective students.
03 — Bringing Ideas to Life
A concept-driven ideation phase built around emotion and symbolism rather than corporate framing.
04 — From Concept to Reality Development of a multi-touchpoint communication strategy.
Primax had a talent problem: young professionals didn't see it as a place to build a career, and the interns already inside weren't feeling truly invested in. Here's how we approached it.
Description
Client
Primax and Solviva, Thesis Project
2025
Future interns are not only looking for professional experience; they seek a sense of belonging. An environment built on connection and community that strengthens engagement, accelerates development, and encourages long-term commitment to the organization.
The Team Player
Who we designed for.
Bringing It to Life
Three touchpoints, one strategy.
Sparking Curiosity
Interactive challenges connecting leaders and final-semester students, from career advice to long-term goal-setting.
Consolidating Connection
Activities beyond the daily workload, playful, active, or relaxing moments where interns grow as part of a community.
Building a Bond
Creating visual content that's easy to connect with built to catch the eye of future interns.
View the full project Manual HERE.
For most students, the jump from classroom to corporate feels like a leap of faith.
In Colombia, that leap gets harder — youth unemployment reached 15.7% in 2025, nearly double the national average of 9% (DANE).
Voices of the Future Professionals
Selected quotes from research activities including empathy mapping and design thinking exercises with 30 students and 7 current Primax interns.
“Además del salario, la posibilidad de experimentar, trabajar e investigar los combustibles y fuentes de energía.”
-Alejandro Pincay Muñoz, Administración, 9no semestre
“Un buen ambiente en el trabajo , genera buenos resultados, al igual que tener un gran equipo de trabajo.”
-Andrés Felipe Patiño, 9no semestre
“Las actividades organizadas por la empresa, ya que nos motiva y están fundamentadas en que más allá del trabajo, el espacio para distraernos es importante.”
-Anónimo
The Idea
We designed a system of small, touchpoints across the entire candidate and intern journey instead of one big campaign moment.
Each touchpoint was built to do one of three things:
spark curiosity
build a bond
consolidate connection.
Andrea Serrano