coach
Recruitment Campaign
Role
Art Direction, Concepting,
Lead Design
Challenge
Coach, a bus manufacturing company, needed to boost recruitment in a competitive labor market. They wanted a campaign that would feel approachable and human-centered while still reflecting their industrial brand. The materials needed to stand apart from their sales and corporate communications—yet still feel like part of the same brand ecosystem. The challenge was to create a visually cohesive recruitment campaign that appealed to potential employees, conveyed company culture, and aligned with existing brand standards.
Solution
I led the development of a recruitment-focused campaign that included a dedicated website, brochure, business cards, and banners. I used design elements inspired by the motion and shape of the Coach logo to bring energy and cohesion to the campaign, while maintaining a clean, industrial aesthetic that reflected the nature of the work.
Employee photography, as well as testimonial quotes and videos, highlighted real stories and experiences, creating a visual language that was deliberately friendly and inviting—distinct from Coach’s sales and corporate materials. I refined the color palette to differentiate recruitment while echoing the core brand, ensuring a clear but cohesive identity.
The result was a unified, multi-channel campaign that captured the spirit of the company and successfully engaged job seekers with authenticity and clarity.
