Nobody wants to choose a whole life before they have had the chance to try it on.
01 / Campaign concept
MAY.
BE
Career discovery, without the pressure.
02 / The idea
“I don’t know yet”
is a good start.
A little relief. A little excitement. And permission to change your mind.
Bold questions, real people and one electric-blue dot that turns MAYBE into an open door.
03 / Creative direction
You are allowed
not to know yet.
Choosing a career is often treated as something final. MAY.BE takes a different position: you do not need every answer before you start exploring. The identity is deliberately clean and uncomplicated because the message should feel lighter than the pressure around it.
At its centre is a simple wordmark. The full stop breaks MAYBE into two beats and adds a little humour: it reads like a thought still in progress, not a conclusion.
The brand treats career discovery like a personal list, not a test. Explore one option, cross it off, return to it later or change direction. You do not need to be one hundred per cent certain today.
Project scope Brand strategy · Brand identity · Campaign concept · Art direction · Out-of-home · Digital applications
04 / A campaign that can travel
From a phone screen
to the city.
The system is deliberately simple so it can work at every scale: a social post, a school corridor, a metro entrance or a billboard that catches someone on their way home. The phrase changes with the audience; the blue dot keeps it unmistakably MAY.BE.
05 / The final world
Maybe you are
not one thing.
MAY.BE does not ask young people to fit a ready-made category. It gives them a more useful starting point: a question worth following.
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