Government Recruitment
Building clear, adaptable brand systems for large-scale recruitment campaigns
Roles
- Branding
- Print & Collateral Design
- Merchandise Design
Team
- Creative Direction – Melissa London
- Marketing Strategists – Katie Burns, Kellie Elmerraji, Taylor Moffett
- Designers – Cheryl Wang, Ashley Donatello, Julie Chea, Devin Emery, Colette Sybert, William Romanowski
Attracting Top Talent to Vital Government Work
This project involved developing a completely new sub careers brand for a government agency. Deliverables included a complete logo and brand refresh, social media graphics, advertisements, and supporting collateral, all designed to work cohesively across platforms and create an enticing ecosystem for potential recruits to learn more about the agency.
Modernizing the Parent Brand
The client still wanted the brand to convey a serious tone and adhere to its parent brand standards. We kept the color palette but modernized it by introducing gradients into the mix. I designed the icons, creating a primary and secondary set that included both filled and stroked elements to allow for flexibility depending on the deliverable and printing method the icons would go on. People were always portrayed in full color and relatively unaltered to establish trust and convey genuineness, and patterns using hex shapes and circuitry nodes were overlayed to add texture and depth.
Bringing the Human Element to Government Work
Based on surveys, this was an agency whose mission many people were not sure about and still associated with a scandal from more than a decacde ago. So the design approach was to humanize and demystify the agency by featuring real employee photos and testimonials, explaining the many job roles the agency hires, and highlight the benefits that come with being a government employee.
We focused on storytelling rather than volume. By highlighting real employee voices, career paths, and mission-driven work, we humanized the organization and built trust with prospective candidates.
These stories were carried across social media, recruitment brochures, virtual booth experiences, and the website, and served as the creative backbone for targeted digital ad campaigns — ensuring consistency, authenticity, and impact at every touchpoint.
Recruiters wanted an interesting way to visualize all of the marketing outreach methods our team was doing to reach out to a potential candidate. I created a "game board" method to help liven up their original idea of creating a typical timeline. This infographic was a hit that recruiters brought to their events and two more game boards were created that targeted mid-level career professionals and veterans.
Internal Reports
Besides external and public facing deliverables, I also created reports, infographics, and presentations for our client to present to their leadership. Usually I receive a Word doc with the copy from our content strategists and an Excel sheet with the data from our media buyer and marketing reports. My goal is to make sure that the most important content on each page is highlighted and as easily digest to the reader as possible, knowing that most of the time our audience is skimming the information and only looking for key notes.
