Tofurky operates in a unique environment. With its facilities located solely in Hood River, Oregon—a small town in the heart of the Columbia Gorge—recruiting and retaining a skilled workforce can be a challenge.
To address this, we first considered the potential workforce we were speaking to. With a largely Hispanic demographic in our area, it was crucial to create inclusive, bilingual solutions. We also opted for a softer brand approach—less corporate and more human—using a narrow color palette and an alternative logo mark.
With these considerations in mind, the marketing and human resources teams developed a campaign focused on what makes working at Tofurky special. I helped craft a series of interview questions and, alongside my good friend Manny Marquez at Remuda Pictures, conducted interviews with key members of our workforce. These interviews provided the insights needed to create compelling video, audio, and image assets that showcased Tofurky as a place where employees can thrive and build meaningful careers.
By sharing these authentic stories, we successfully attracted new talent, resolved our staffing shortages, and kept our production lines running smoothly with a strong, well-supported team.
