John Deere

Client Goal

Attract young talent with high-energy visuals to stand out from other potential employers. Update other internal materials to engage current employees.

Key Deliverables

• E-Superhero-themed hiring campaign branding

• Recruitment emails, booklets, landing pages, and mailers

• Tradeshow materials and signage

• Internal handbooks, rulebooks, and service manuals

• Healthcare enrollment infographics

• Sales flyers and promotional mailers

Challenge

Crafting a distinct yet cohesive hiring campaign that remained visually compatible with John Deere’s corporate identity. The campaign had to be engaging and high-energy while still feeling professional and brand-aligned. Simultaneously, internal materials like rulebooks and service manuals required a clean, structured design but with enhanced readability while adhering to corporate branding guidelines. Balancing these two design approaches—one dynamic and attention-grabbing, the other structured and corporate—required careful consideration of many design theories and aspects.

Approach

Incorporated superhero elements which connected with a younger target generation while maintaining a strong connection to John Deere’s core mission. Included bold layouts, bright-coloured visuals, and custom typography across recruitment materials to set client apart from other dull job fair experiences. For internal documentation, focus was placed on clarity, structure, and accessibility by updating corporate templates to enhance usability and aesthetics, including incorporation of infographics designed to simplify complex information, ensuring quick visual understanding.

Results

• Increased job fair engagement and applicant interest, leading to a measurable rise in applications submitted.

• Boosted employment rates within the targeted demographic.

• Enhanced brand visibility at recruitment events, making John Deere’s booth one of the most visited.

• Improved retention of employees with streamlined internal communication and onboarding.

• Simplified healthcare enrollment, reducing HR inquiries and improving employee understanding of benefits.

• Helped enhance the value of local dealerships resulting in a celebrated region-wide buyout.