BGE Integrated Recruitment Campaign

As the creative lead for the BGE 2025 recruitment initiative, I spearheaded the end-to-end strategy and visual execution of the company's employer brand. The objective was to unify BGE’s recruitment presence under a single, compelling narrative that would resonate with top engineering talent and differentiate the firm in a competitive market.

Phase 1: Strategy & Visual System

I initially developed the "Engineered to..." concept to establish the campaign's foundational visual language. This phase defined the rigid grid systems, bold typography, and authentic photography style that would anchor the brand. While the visual direction was approved, the messaging strategy evolved during development to better align with the corporate identity.

Initial visual strategy establishing the grid system:

Phase 2: Campaign Execution

The Pivot
"Build. Grow. Excel." Building on the established visual system, I pivoted the messaging to "Build. Grow. Excel."—a strategic play on the BGE acronym. This mnemonic device created an immediate connection to the company name while clearly articulating the employee journey.

The Print System:
A custom 6-panel pocket brochure designed to anchor the 'Build. Grow. Excel.' narrative, transforming the company acronym into a clear career roadmap. This premium takeaway offers tangible value to candidates through an integrated interview coaching guide, while the internal pocket provides flexible utility for the recruitment team.

The Digital Experience:
Responsive landing page design ensuring a cohesive candidate journey.

Environmental Scale:
Immersive career fair experience featuring modular backdrops and towering feather flags to maximize visibility in crowded event halls.

The Impact

The new creative direction earned praise from senior leadership for elevating the brand profile and drove record-breaking student engagement at university career fairs nationwide.

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