THE CHALLENGE
CareerBuilder had a brand identity problem. Their B2B and B2C marketing operated in silos, creating a disjointed experience across everything they put out. Corporate-facing materials felt stiff and lifeless compared to their client-focused marketing. Fonts, colors, and visual identity were all over the place. Leadership needed a fast, effective refresh (not a full rebrand) to create cohesion, consistency, and a stronger bridge between business and client-facing messaging.
THE SOLUTION
We refined CareerBuilder’s brand guidelines to regulate typography, color usage, and tone of voice, making their identity more seamless and recognizable 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 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
As Sr. Art Director, here’s what I did:
✔ Led the visual and strategic refresh as Creative Lead overseeing a team of five under 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 professional credibility
✔ Managed and mentored a team of five designers, ensuring strong execution and alignment with the overall brand strategy
THE RESULT
The refresh brought immediate clarity and consistency to CareerBuilder’s brand across all touchpoints. The updated B2B presentations and marketing materials created a stronger, more unified experience that resonated with both business clients and job seekers. YouTube pre-roll ads produced during this period drove 5M+ views and 500K+ impressions, increasing site traffic and contributing to a measurable lift in direct sales and service sign-ups during the campaign periods. The brand standardization system laid the groundwork for CareerBuilder’s future rebrand, giving them a foundation that was cohesive, scalable, and ready to evolve.
