Alaaeddine Sefrioui

Creative Art Director · Brand Identity

· AI-Driven Design

Senior Creative Designer with 10+ years of experience bridging design, marketing, and business needs.

BeLocum

& JOIIA

— Earning Attention Through Value

Campaign Case Study · 2024-2025

The Problem

BeLocum needed to recruit dental hygienists (DHs) onto its locum platform — a notoriously hard-to-reach segment. DHs don’t think of themselves as freelancers, they trust their network over an unknown app, and they scroll past generic recruitment ads. We needed a reason to act, not just an awareness play.

The Solution

Build a Moment, Not a Message :

We partnered with JOIIA — a premium scrubs brand built for healthcare professionals — to create a gamified lead gen campaign. The hook: the first 100 DHs to complete 5 contracts through BeLocum would receive a JOIIA set worth $100. Time-bound. Tangible. Relevant to their professional identity. The offer did what a banner ad never could — it turned sign-up into a decision with real stakes.

My Role

I led the full creative execution: art direction of the landing page and all Meta assets, from concept through delivery. I defined the visual system — information hierarchy, color palette (teal + blush + off-white), typography, and overall tone. I onboarded and led a junior designer on ad format adaptations, collaborated closely with the copywriter to align messaging across the funnel, and coordinated daily with the paid media specialist to ensure creative-placement alignment on Meta. All of this under the oversight of our DCM.

Results

Meta campaign data validated the concept — above-average CTR for the vertical, controlled cost-per-lead, and a qualified pool of active DHs generated within the campaign window. All 100 spots were claimed before the deadline.