THE CHALLENGE:
CareerBuilder was facing a brand identity crisis. Their B2B and B2C marketing operated in silos, creating a disjointed experience across their communications. The brand’s corporate-facing materials lacked the energy and relatability of their client-focused marketing, while inconsistent use of fonts, colors, and visual identity further diluted their impact. Leadership needed a fast, effective refresh—not a full rebrand—to create cohesion, consistency, and a stronger bridge between their business and client-facing messaging.
THE SOLUTION:
We refined CareerBuilder’s brand guidelines to better regulate typography, color usage, and tone of voice, ensuring a more seamless and recognizable identity across all channels. By injecting elements of playfulness and personality into business communications, we helped CareerBuilder stand out in both B2B and B2C spaces. This new approach was applied across presentation decks, blogs, social media, and e-books, balancing their corporate tone with the more dynamic, engaging style of their client-facing content.
MY PART:
✔ Led the visual and strategic refresh as Creative Lead and Senior Art Director, overseeing a team of five under the guidance of the Design Director, VP of Marketing, and CMO.
✔ Developed a system for brand standardization to ensure consistency across all touchpoints, laying the foundation for a future rebrand.
✔ Directed high-energy B2B presentation designs that balanced data-driven insights with engaging storytelling.
✔ Led the creation of social content and e-books that humanized CareerBuilder’s brand while maintaining its professional credibility.
✔ Managed and mentored a team of five designers, ensuring strong execution and alignment with the overall brand strategy.
The refresh set CareerBuilder up for a more cohesive, future-ready brand identity.
