Johnson & Johnson:
Brand refresh
BRAND IDENTITY + MARKETING COMMUNICATIONS INITIATIVE
THE ASK:
Johnson & Johnson is a company with over 140,000 people in it's roster. They get over 1 Million job applications a year, but can only hire ~1%.
With over 500 people working in Talent Acquisition arm of the business, they needed a refreshed brand to help them show applicants of all ages and backgrounds a new way to showcase J&J as a potential or continued employer
Participation
Design Lead
Brand Design
Marketing Design
Client
J&J
Year
2018
THE CHALLENGE:
J&J was going through a brand iteration and my work was centered in the Talent Acquisition (TA) needs. However, J&J’s Global Brand & Creative Department connected with me on a clear ask: help lead TA as the real-world beta test for all the new brand refresh work they’ve been heads down on.
After some discussion, we confirmed that TA was the best place to start testing brand work as it is the first step in a successful Employer Brand and would be quicker to pivot on action needs vs waiting for focus groups and market testing to be ready.
We needed to deliver an entire book of brand guidelines, a catalog of usable marketing assets and a digital asset management system with global access to house it all specifically through the lens of Talent. Everything we created also needed to be vetted through several rounds of approval from key stakeholders.
THE PROCESS:
As the Global Brand & Creative Team onboarded my team, we found that there were key artifacts and iconography missing. We worked in tandem to ensure that we had all the proper pieces in place to begin work.
While we started building key assets and templates for various needs of the business, we also needed to align on a J&J-wide Digital Asset Management & Distribution platform. They needed a way to house, customize and distribute thousands of pieces of digital content across the world in several languages.
After several rounds of testing, we went with Bynder, which was already an approved vendor, specifically due to their customizable self-service design platform that enabled non-creatives to use approved marketing templates in order create their own content in-browser.
Next, we built a custom Brand Guideline Book specifically for TA. This was a challenge as the Global Brand Team already was working on one, but hadn’t gotten approval to distribute yet. We took the initiative & crafted our own with the primary focus of our specific target non-creative audiences in mind.
We helped refine the new Employer Brand's visuals, verbals, strategy, implementation and distribution on a global scale for users to have a reference for all the new resources and platforms they need to build any marketing material they may need. We built a creative brand for non-creatives.
Lastly, we completed the new careers.jnj.com website in partnership with JIBE. They hosted and maintained the front & back-end services while we prototyped several iterations of the site using Adobe XD.
We worked in tandem to build around the immense amount of customization JIBE was taking on due to how their platform editing services were maturing at that time. It was a bit messy, but we completed it on-time and on-budget.
THE RESULTS:
As a Lead Design of the Talent Acquisition team, we made a globally known company fit inside the new shoes of a refreshed Employer Brand. We made everything from videos to animations, DAMs to design templates, critical websites to campaign-driven microsites, a brand with global standards & release dates, and a digital brand book for users to have a a reference for all the new resources and platforms they need to build any marketing material they may need.
JNJ Talent Acquisition Manifesto - (Brazilian Portuguese)
JNJ Talent Acquisition Social Narrative Video - (English)
J&J BRAND GUIDELINES FOR TA:
Our most impactful output from this initiative was the activation of the refreshed brand in action called “Let’s Talk”; a confessional style interview series that asked questions to medical field students at colleges during career events. We leveraged natural curiosity and innovation scripts to elicit authentic and genuine surprise that J&J has their perfect career waiting for them. It helped to shift the dialog away from the “old brand” stereotype of such an established brand and breathed new life into the Talent Community. We partnered with The Muse to capture this content while my team edited and finalized the post-production.
“Let’s Talk” Campus Interview videos:
I had the pleasure of leading a strong team of designers, developers, writers, strategists, and 3rd party resources on this project all across the globe. An amazing company doing great things to help the world be a healthier place for everyone.