Trades had a problem. A big one. There was a perception among many students, faculty and parents that the communications about trades outcomes were outdated and the trades in general suffered from negative stereotypes. The Industry Training Authority came to Make to solve that challenge. Make conducted extensive audience research to determine how we could best connect with youth who might be interested in a trade. Make revitalized ITA’s youth initiatives with a bold new look and a strategy centred around “What are you made of?” – a concept that would drive the entire campaign. For the digital component of this new campaign we developed a microsite based off of ITA’s existing Drupal website. This new site would showcase bold new photography that highlighted how cool trades really are. The site also allows youth to self identify key traits that match up with specific trades. This delivers a highly personalized experience for youth which has proven to be very successful at drawing youth into trades. Overall the site has been highly successful for ITA both with students faculty and parents alike and has helped drive a revitalization of trades in B.C.