Context

• The rapidly growing organization needed to communicate its direction and ways of working more clearly to job candidates.
• The company also needed to express its identity as a business connecting agriculture and technology through recruitment messaging.

Role

• Wrote the main employer branding copy, refined recruitment page language, and produced related content.
• Participated in designing a messaging structure that connected brand tone with the candidate experience.

Strategy

• Reframed job postings as brand touchpoints that show the company's direction and ways of working, not just role information.
• Built a memorable recruitment message around agriculture, technology, and future growth.

Execution

• Wrote the main recruitment copy, "Harvest the future with Greenlabs."
• Reworked recruitment page copy and produced supporting content to help candidates understand the organization's direction.

Results

• Clarified the company's agtech identity through recruitment messaging.
• Expanded brand messaging across the recruitment page, copy, and content campaign.

Context

• Product features alone were not enough to communicate the problem Farm Morning wanted to solve or the direction of the brand.
• The brand needed story content that could show its reason for existing through the voices of real farmers.

Role

• Planned interview content, recruited and coordinated interviewees, shot photos, edited video cuts, and wrote blog articles.
• Collected customer insights through production and reflected them in later brand messaging and content direction.

Strategy

• Designed story structures around the everyday work and concerns of real farmers, showing who Farm Morning exists for.
• Built interview questions and content flow so the customer's problem and context came before service features.

Execution

• Produced a seven-part farmer interview series.
• Operated the series as brand storytelling content combining video, photography, and blog articles.
• Turned customer language and needs discovered during interviews into content and brand messaging assets.

Results

• Featured on the Naver Farm main page and reached up to 95,000 YouTube views.
• Built brand story assets that conveyed agricultural problems and service value through real customer stories.