I was challenged to create a cohesive art direction that inspires potential job applicants to think “I want to work at Caterpillar”.  Time constraint 4 weeks: This non-billable exploration was squeezed in between billable jobs. New idea(s) must scale to all touch-points, from large banners to small animated social media graphics. New ideas must be innovative yet unmistakably branded as Caterpillar.

I studied the existing Caterpillar recruitment collateral and the collateral of competitors inside and outside of our industry to get a feel for where we stand in comparison and how far we could push. My goal was to create a bridge between the new collateral and the video, so they complement and bolster each other.