CAREER MAKE SCHOOL

Communicating a New Approach to Learning, Inspired by the Will to Grow

"Career-Building School" was envisioned as a new kind of in-house training program—one that respects the autonomy of each employee and offers a flexible, self-directed learning experience. Instead of a standardized curriculum, employees are encouraged to choose what to learn, when they feel ready, based on their individual interests and aspirations.At BOEL, we carefully listened to the intentions behind this initiative and provided end-to-end support—from brand direction and information architecture to copy development and visual design. Rather than simply introducing a training system, our goal was to build a web presence that clearly conveys the value and story behind this program—as a platform that empowers employees to shape their own careers.

Challenges

The Disconnect Caused by Passive Training

Through employee interviews regarding the company’s internal training programs, we heard recurring feedback such as: "I don't see the point in attending" and "The content doesn’t feel relevant to me." Even when a company provides learning opportunities, if those programs are not aligned with employees’ interests or needs, the impact of the training becomes limited. As a result, the role of training as a tool for internal branding and organizational development weakens, revealing a deeper issue: the training is not functioning as a truly valuable experience for either the company or its people.

Solutions

Designing a Learning Brand That Aligns with Intrinsic Motivation

In response to the challenges identified, we saw the need to redefine training—not as an extension of daily tasks, but as an opportunity to support each employee’s personal career development. Our focus was on creating a concept that resonates with employees’ intrinsic motivation—the desire to grow, transform, and become who they aspire to be. "Career-Building School" was designed around this principle, delivering information and learning opportunities that would naturally encourage participation based on individual will. Instead of pushing participation, we emphasized experience design that respects autonomy. By making the value of learning visible and personally meaningful, we aimed to foster a sense of ownership and motivation among employees.

Results

Growing Engagement and a Deepening Brand Experience

Where previous training announcements had drawn only a handful of responses, the launch of “Career-Building School” led to a significant shift—with nearly 30 employees reaching out to express interest in participating. The ability to access learning on one’s own terms, based on personal interests and timing, resonated strongly. This approach began to foster a positive shift in the company’s culture around learning and career development. By consistently applying branding principles—from concept creation to information design and communication strategy—we helped position the program not simply as a training system, but as a meaningful brand experience: a place where employees feel a genuine connection with the company.