Research the Opportunity
Review the existing brand, digital presence, employment benefits, and competitive landscape. Use employee and prospective-employee perspectives to understand how the offer compares with other career paths.
Art/Creative Direction
USDA: Growing the Next Generation
USDA Farm Production and Conservation Business Center
Challenge
USDA FPAC needed students and recent graduates to see agricultural conservation as a relevant career choice, including opportunities beyond the roles they might immediately associate with agriculture. The recruitment story had to connect public service and natural resources with mentorship, career development, and meaningful work.
Research and Strategy
Brand and digital reviews, competitive analysis, focus groups, and interviews with current and prospective employees informed the recruitment plan. Qualitative insight and quantitative campaign data helped the team connect audience needs with messaging, channel choices, and creative refinement. Pathways outreach gave students and recent graduates a concrete entry point.
Creative Direction
The team’s “Farm to Future” direction brought agriculture and innovation together through people-centered imagery, organic forms, and a contemporary visual language. I guided the creative work with Hatcher’s research, strategy, and digital teams so that career messages and visual decisions reflected the audience’s motivations.
My Role
Creative Director, working with Hatcher’s multidisciplinary team.
Collaborators
Hatcher’s creative, strategy, account, and digital marketing teams, in collaboration with USDA Farm Production and Conservation Business Center.
The Approach
Insight into ideas.
Ideas into experience.
Translate Insight into Messaging
Audience personas and message mapping connected career goals with themes such as mentorship, stability, leadership development, and mission. The creative brief turned those themes into a coherent direction.
Connect Agriculture and Innovation
“Farm to Future” expressed the relationship between conservation work and future possibility. Campaign layouts adapted the direction across digital advertising, social, email, and recruiting materials.
Test and Refine
A/B experimentation and ongoing campaign reporting helped the broader team refine ad copy, creative, channels, and calls to action across awareness, consideration, and application.
Selected Creative
A closer look
at the work.
Social Creative Exploration
A mobile mockup pairs a recruitment message with people-centered agricultural imagery.
View the Artwork ↗Alternative Social Treatment
A second treatment explores the relationship between career opportunity and sustainability.
View the Artwork ↗Recruiting Banner
A portable display extends the visual direction into an event setting.
View the Artwork ↗Event Identity
A branded table treatment creates a consistent point of contact for recruiting conversations.
View the Artwork ↗From Research to Recruitment Creative
The campaign presentation connects the research foundation with a consistent visual system across digital and event materials.
View the Artwork ↗The Result
Creative with
a clear purpose.
The engagement established a research-informed recruitment direction and a coordinated set of campaign materials for USDA FPAC. The selected work connects the audience strategy with digital and event creative. Recruitment outcomes reflect the broader agency and client effort.