THE CHALLENGE
CareerBuilder’s B2B and B2C marketing operated in silos, creating disjointed brand experience across every touchpoint. Corporate materials felt stiff and lifeless. Client-facing content had personality but no consistency. Fonts, colors, visual identity scattered everywhere. Leadership needed fast refresh (not full rebrand) to create cohesion between business and client messaging while maintaining credibility in both spaces.
THE SOLUTION
Refined brand guidelines to regulate typography, color usage, tone of voice, making identity seamless and recognizable across all channels. Injected playfulness and personality into business communications without losing professional credibility. Applied system across presentation decks, blogs, social media, e-books, balancing corporate tone with dynamic client-facing energy. Built foundation preparing CareerBuilder for future rebrand while solving immediate consistency crisis.
MY ROLE
Led visual and strategic refresh as Creative Lead, managing team of five designers under Design Director, VP of Marketing, and CMO.
✔ Developed brand standardization system ensuring consistency across all touchpoints, creating foundation for future rebrand
✔ Directed high-energy B2B presentation designs balancing data-driven insights with engaging storytelling and that signature unicorn mascot
✔ Created complete visual system: 9-color palette (anchor blue, azure, emerald as primaries; lime, sky blue, orange, marigold, teal as accents), typography hierarchy, illustration style guide, presentation templates
✔ Led creation of social content and e-books humanizing CareerBuilder’s brand while maintaining professional credibility
✔ Managed and mentored team of five designers, ensuring strong execution and alignment with overall brand strategy
THE IMPACT
Immediate Brand Cohesion: Refresh brought clarity and consistency to CareerBuilder’s brand across all touchpoints. Updated B2B presentations and marketing materials created stronger, unified experience resonating with both business clients and job seekers.
Measurable Performance: YouTube pre-roll ads drove 5M+ views and 500K+ impressions, increasing site traffic and contributing to measurable lift in direct sales and service sign-ups during campaign periods.
Scalable Foundation: Brand standardization system laid groundwork for CareerBuilder’s future rebrand, providing cohesive, scalable foundation ready to evolve. Templates and guidelines enabled consistent execution across teams without requiring creative oversight for every application.
