The Employer Brand project was designed to attract young professionals, specifically Gen-Z graduates, to Athletico through a visual identity that remains true to the brand's core but also resonates with a younger audience. In partnership with Red Pepper, we created a recruitment-focused sub-brand that highlights authenticity and real experiences of current employees.

Our approach began with research into what Gen-Z values most, and authenticity stood out as a key factor. To align with this, we chose to share real stories from our physical therapists, showing how Athletico has shaped their careers. This emphasis on personal, genuine narratives was essential in creating a connection with potential candidates.

Early on, we created an inspiration/mood board to brainstorm the visual approach. We used a mix of existing Athletico materials and pieces we found on social media. You can see the mood board below:

We elevated some of Athletico’s secondary colors to a more prominent role in the visual identity, in line with both current design trends and the mood we wanted to convey. This modernized look was integrated into various recruitment materials.

I was responsible for designing key assets that supported hiring managers and recruitment efforts, including:

- Candidate Experience Playbook: A comprehensive guide for hiring managers.

- Clinician Interview Guide: A structured tool for interviews.

- Teams Backgrounds and Flyer Templates: For virtual and in-person use.

- PowerPoint & Word Templates, Agendas, and Motion Graphics/Slides: Used in recruitment events and presentations.

- Postcards to recognize our current athletic trainers and physical therapists.

This project, while still in-progress, successfully bridged Athletico’s core brand with a forward-thinking, Gen-Z-friendly approach, ensuring a cohesive and appealing experience for new talent.