Ribit is Australia’s leading job and internship matching platform for university and VET students - a project by CSIRO’s Data61. They focus on connecting dynamic student talent to startups and innovative companies for meaningful, skills-building work. Their flagship platform matches students to roles which align with their skills and studies, and recommends suitable student candidates to employers.
As researchers and data analysts, Data61 understands that through unique insights, data and forecasts, they can support the broader Australian innovation ecosystem by identifying and predicting talent skill set requirements, emerging growth industries, new market opportunities and potential skills gaps to be addressed by educational institutions. This data will help ensure Australian students and employers to navigate the changing world of work and grow healthy, sustainable businesses and thriving industries.
We worked with the Ribit team in CSIRO's Data61 office in Sydney over the course of a year, providing creative assistance and consulting on their core product, growth strategies and marketing design. While we can't show off our product work, below is a brief overview of the marketing designs we proposed.
Our new proposal for the Ribit brand focused on 3 core things:
- Conveying a professional and mature tone that resonates with both graduates and professionals working within the startup space
- Using the connections and nodes from the existing logo as inspiration for some brand elements
- Better photography to bring in the human element and draw attention to the community behind Ribit
We focused on the idea of using data to match candidates to jobs as inspiration for the visual aesthetic. The result was a "grown-up" Ribit - a brand that appears as smart as the matching algorithm that runs the platform. The monospace font and retro-technological look combined with the dot-grids and lines are a subtle reminder that this is a CSIRO Data61 project - we're backed by strong research and data by the Australian government.
We're interested in the future of work in STEM. We're looking at business that use Augmented and Virtual Reality, Machine Learning, Artificial Intelligence where students can think about where they want to spend their best years and really pushing the status quo. — Peta Portelli
The new proposed Ribit brand utilises a series of visual artefacts drawn from the existing brand and underlying research that are used as recurring brand elements. The dot-grids drawn from the logo represent data points behind the platform with simple, animated lines connecting students and business logos. The imagery we selected from Ribit's extensive gallery of event photography aims to communicates a balance between professionalism that employers would respect and a fun, authentic vibe that students would love.
The generous spacing used in the layout and large font sizes for paragraphs means the content can be read like a narrative with images and illustrations helping to enhance and communicate the story. We also introduced a new colour system to identify the different verticals within the Ribit platform.
As Ribit's user base continues to grow, it is increasingly important that they set up their data pipelines correctly - particularly since the marketing channels will largely consist of organic and paid social. We spent the first few months with Ribit analysing their existing data warehouses and creating insights, as well as assisting in setting up funnels for product data, particularly for features and flows.
The Ribit team require a large variety of tools to interpret, analyse and utilise streams of data coming from the platform including (but not limited to) Vero, Heap Analytics, FullStory, Facebook, Twitter and almost every Google product available. While this would normally be a nightmare to manage for the engineering and marketing teams, we made good use Google Tag Manager and Segment as well as a consistent data schema proposal. On top of all of this, we pumped these events into Postgres for storage, S3 for backup warehousing and Metabase for direct queries.
The Jellypepper team immediately jumped into the product data to understand our user behaviours. They produced high quality designs and a fresh new user experience across all marketing and application pages, which we cannot wait to bring to life for our users.