Caterpillar
HR Storytelling Campaign
The client requested a raw, authentic look and feel for the HR recruitment campaign. The goal is to instill pride in existing Caterpillar employees and inspire external applicants with a sweeping, inspirational campaign highlighting a series of Caterpillar employees.
The Moodboard
First Pitch
HR Storytelling
I used lifestyle photography to convey the rich, work-life balance available at Caterpillar, with copy aligning with visuals to the EVP pillars. The deliverables included social media graphics, paid advertising and an editable PowerPoint template. My proof of concept met to those requirements without losing form.
The Second Pitch
HR Storytelling
The client pushed our team to deliver a more raw aesthetic. These iterations have a more expressive, handwritten font, Cat® yellow tape texture and paper backgrounds. The employees would provide the candid photography we would showcase.
Under the direction of of Creative Director: Troy Johnson - we tied the EVP headline of “leveling up” and paired it with a visual of a mother playing a video game. This implied she could “level up” her career at Caterpillar while still enjoying leveling up/playing video games with her daughter. This campaign idea centered on achieving career goals without compromising your personal identity outside of work.
Facility Signage Proof of Concept
The Final Creative
HR Storytelling
Ultimately, the client chose an idea presented by Sandra Ballesteros, with the “It's all about” line carrying over from my designs. I fleshed out Sandra’s concept, keeping the rough look and feel the client desired.
