An employer brand and recruitment toolkit that joined up film, photography, social, print and the careers site, giving HR and Recruitment a clear, authentic story to attract talent and energise current associates.
Capital One
Fintech
2024
Principal Designer
Docu-style film direction
In-office photo art direction LinkedIn ad templates
Event print design
Type and layout
Employer brand narrative
Ideation workshops
Channel rollout planning Playbook enablement Content pillars and tone
Capital One wanted to strengthen its employee value proposition and attract high calibre candidates while motivating associates to take part in Great Place to Work voting. I was asked to lead the creative from concept through delivery across channels. The goal was to present a culture that feels inclusive, empowering and real, then make it simple for recruitment teams to deploy consistently at pace. The work had to span a hero film and cut downs, an in-office photography set that felt lived in rather than staged, platform-native assets for LinkedIn and Glassdoor, print for career fairs and a refreshed careers site that aligned with our One Good Thing promise. My remit covered creative direction, art direction, execution and brand guardianship, collaborating closely with HR, Recruitment, Legal and the in-house brand team to keep the story clear, accessible and compliant.
I started by shaping a plain-spoken narrative with HR and Recruitment around community, growth and impact. For the video I designed a documentary-style treatment that put associates at ease and let their voices lead. Neutral, welcoming environments, visible bits of the set and multi-angle coverage created an honest, unforced tone that felt like the business on its best day. In parallel I art directed an in-office photography series with an external photographer, planning moments that would happen naturally within teams so we could capture genuine connection rather than set-piece poses. For headshots I guided lighting, stance and framing to convey confidence and agency, signalling the opportunity and trust associates are given when they lead.
To take the story to market I built a system of templates in Figma and After Effects so social, print and web could be produced quickly without drift. LinkedIn assets highlighted values in a way that reads in the feed and meets accessibility standards. The careers site visuals and tone were updated to match the promise made in external channels, so candidates experienced one voice from first touch through application. For recruitment events I created press-ready artwork for roller banners and supporting print, tuned for legibility and quick comprehension in busy environments. Finally I authored an EVP playbook for recruiters that set out Capital One’s philosophy, tone, visual rules and practical best practices, with editable masters and guidance that made it easy for teams and partners to stay on brand without constant oversight.
The campaign landed as an authentic, joined-up expression of culture rather than a one-off film. HR and Recruitment praised the quality and clarity, and the strength of the response led to further requests for video-led communications and extended use of the photography set across channels. LinkedIn and Glassdoor content gave candidates a consistent sense of who we are, the refreshed careers site reinforced that message, and event materials equipped recruiters with a confident presence on the ground.
Internally, the work supported Great Place to Work engagement by giving associates a story they recognised and were proud to amplify. The playbook and template system reduced rework, shortened review cycles and made it straightforward to localise or refresh assets while maintaining accessibility and compliance. The result was a practical, scalable employer brand kit that helped Capital One meet hiring goals with a candidate experience that felt coherent, human and credible.
