TSMC started construction of a new fab in Phoenix, Arizona in 2021 and began ramping up production in 2024. Although TSMC has major prestige as an employer in Taiwan, they needed to establish a strong employer brand in the U.S. in order to beef up recruiting and keep up with an increasing demand for semiconductor manufacturing for clients like Apple, NVIDIA, and more. I sought to create a sub brand, or an employer brand that’s specific to TSMC’s Arizona location, stands out amongst recruiting competition, and appeals to entry level and non-degree candidates.

Working at TSMC Arizona offers a clear upward trajectory. It is a path forward, a journey that supports career growth while also contributing to broader progress.

I added an “Arizona” byline to the text only version of the corporate logo.

I created a spinoff of TSMC’s corporate color palette by adding beige, dark red, pink, and a gradient. These additions create a bit of warmth to complement the landscapes of Arizona while still maintaining pop.

I created photography moods for both portraits and Arizona landscapes.

I designed flyers, outdoor, and a large banner for campus events. The look and feel features circles on a grid, design elements that symbolize technical semiconductor manufacturing.

I built Word/Powerpoint/Figma templates for the client to use in their daily communications.

“A Path Forward” goes hand-in-hand with Arizona’s rugged landscapes, public lands, and strong outdoor and hiking culture, which makes TSMC potentially attractive for young candidates.