Art/Creative Direction
Federal Bureau of Investigation
Over a five-year engagement from 2021 to 2026, recruitment marketing had to help qualified candidates see a place for themselves at the FBI. Familiarity with the institution did not automatically translate into an understanding of its career opportunities. The work needed to connect mission, personal motivation, and a demanding application journey across a changing employment landscape.
The work connected brand building with performance marketing. Research and personas informed concept development; qualitative and quantitative feedback helped refine positioning; and live campaign testing informed subsequent creative decisions. Advertising, email, the website, recruitment collateral, and event experiences gave candidates connected ways to learn, consider, and take the next step.
I guided the creative expression of a research-informed employer brand with Hatcher’s strategy, research, digital, and account teams. We translated audience insight into people-centered storytelling, a distinctive blue-and-yellow visual system, photography, video, and role-specific communications. The identity had to remain recognizable while adapting to different careers, channels, and stages of consideration.
Creative Director, working with Hatcher’s multidisciplinary team.
Hatcher’s creative, strategy, account, and digital marketing teams, in collaboration with Federal Bureau of Investigation.
The Approach
The team combined primary and secondary research, qualitative and quantitative inputs, and audience personas to understand career motivations and barriers. These findings gave creative development a basis beyond institutional recognition.
Creative concepts and messages were evaluated and refined before being carried into the employer-brand system. Field testing through paid and organic communications connected the strategy with candidate response.
Photography, typography, color, messaging, and layout rules supported digital ads, social storytelling, career content, collateral, and recruiting environments. Role-specific work remained part of one recognizable employer identity.
Working with the digital team, we used campaign feedback to refine messages, formats, and calls to action over time. The engagement treated the brand as an evolving recruitment tool, with creative and performance informing each other.
Selected Creative
A selection of recruitment communications demonstrates the identity across social, collateral, and digital formats.
View the Artwork ↗A website mockup connects career storytelling with a clear path into the special-agent hiring process.
View the Artwork ↗“Tech with Purpose” brings a role-specific message into a large-format event display.
View the Artwork ↗The employer brand guide provides a shared reference for applying the visual identity. Cover shown; internal guidance is not published.
View the Artwork ↗Recruitment cards connect an in-person introduction with information about career opportunities.
View the Artwork ↗Social creative uses the employer-brand system to make distinct careers and employee stories visible.
View the Artwork ↗Video campaign presentations put people and their experience at the center of the recruitment story.
View the Artwork ↗The Result
The five-year engagement connected employer-brand development with sustained recruitment marketing across digital, print, video, and events. My contribution was creative direction within a multidisciplinary team. The work shown here illustrates the public-facing creative system; internal research, personas, targeting details, and performance reports remain private.