I designed and led the creative direction of  McCain’s global internal corporate brand refresh and EVP (Employee Value Proposition) campaigns.

McCain's employer brand was transformed with a refreshed visual identity, colour scheme, illustration style, animation style, typographic sensibilities, iconography, photography, digital & social assets, templates / decks, and overall aesthetic representation of the brand.

The concept all stemmed from the full stop or period at the end of the selected logo-mark and tagline "We Are McCain." From there the visual identity was born and circular elements were embraced and injected into all visuals and graphics.

The circular visual language provides a holistic, inclusive and easily implemented aesthetic that is representative of McCain's global reach, the diversity of its employees, products, and values and social responsibility commitments coming "full circle".

The impact of the improved brand and relevant communications has not only armed the Talent Acquisition and HR teams to have a more tactical hiring and retention strategy, but has resulted in overall improved culture, morale and sense of unity, while elevating DEI initiatives to address future organizational needs.