NOVA — Global Employer Brand
Creative Direction | Employer Brand | Recruitment Marketing | Employee Storytelling | Social | Digital | Careers Content | Design Systems | Global Localization
Project Overview
NOVA is a conceptual global employer brand and recruitment marketing project designed to explore how a company can attract talent through a unified combination of brand storytelling, employee experiences, and audience-specific creative.
The project centers on the employer brand platform “Move What’s Possible,” positioning career opportunities around purpose, growth, innovation, and individual impact. I developed a flexible visual and messaging system that could speak to distinct talent audiences—including Engineering, Technology, Design, and Early Career candidates—while maintaining a consistent overarching employer brand.
The work focuses on translating one employer value proposition into a scalable recruitment marketing system across employee storytelling, social content, digital advertising, careers communications, and regional campaigns. The system was designed to balance emotional storytelling with the practical needs of talent acquisition teams, including adaptable templates, clear brand standards, localization, and performance-driven optimization.
Role
Creative Director & Lead Designer
As Creative Director and Lead Designer, I developed the employer brand concept, visual direction, messaging framework, and recruitment campaign system from initial strategy through final execution.
I established “Move What’s Possible” as the central creative platform and created audience-specific messaging that allowed the employer brand to speak directly to different talent segments without losing its core identity. Engineering communications emphasize impact and scale, Design focuses on shaping future experiences, Technology highlights complex problem-solving, and Early Career messaging centers on opportunity and professional growth.
I developed the visual system across photography, typography, color, messaging, layout, and campaign structure, then translated that direction into recruitment advertising and employee storytelling. The system was intentionally designed to scale across social, digital, careers content, employee features, recruitment events, email, and additional talent attraction channels.
The project also explores how a global creative system could support regional talent acquisition teams through modular templates, campaign guidelines, localization principles, and design governance—giving local teams flexibility while maintaining a recognizable global employer brand.
Highlights
Developed a global employer brand concept and creative platform centered around “Move What’s Possible.”
Created audience-specific recruitment campaigns for Engineering, Technology, Design, and Early Career talent.
Built a unified visual system across typography, photography, color, messaging, and graphic treatments.
Developed employee storytelling content that connects individual experiences with broader employer brand themes.
Designed recruitment creative for social, digital advertising, careers communications, and talent attraction campaigns.
Created a modular system designed to adapt across different roles, talent segments, formats, markets, and languages.
Established a framework for templates, creative guidelines, and design governance that could support recruiters and regional talent acquisition teams.
Considered global localization so messaging and imagery could be adapted for different European markets while maintaining overall brand consistency.
Structured the campaign around a central EVP while allowing individual talent audiences to receive more relevant, targeted messaging.
Developed a conceptual measurement framework for comparing audience and content performance and using engagement insights to inform future creative optimization.
