Deloitte US Delivery Centers Rebrand
Creative Direction, Concepting, Visual Design, Production Lead
Deloitte’s Employer Brand & Marketing team reached out for assistance in reimagining their brand in a way help speak to new delivery center opportunities, highlight it as an employer focused on career development and work-life balance while also differentiating Deloitte USDC in a crowded marketplace in recruitment efforts.
Tackling any Deloitte branding project can be a challenge because of the need to protect the integrity of the global brand but also seeing how far you can push the envelope to get both the client and their clients excited. To us, it was immediately obvious that this had to be as human centered as possible and the reward for it shows in the visuals.
Not only were we able to bring in real employees but their unique stories inspired much of the life you now see in the rebrand and gives people a real, grounded glimpse into what this career path could offer them. After we put together the new campaign narrative, we got to work on the rest.
Illustrations: John McGee
Photography: Willie Petersen
Art Director: Bethany Brewer
Drive Impact, Deliver Innovation Rebrand Campaign
OLD BRAND
Very company forward. Not human focused.
While elegant and colorful, it did little to communicate value to USDC candidates, opportunities for their career or to inspire curiosity about specific fields of interest that are flourishing at Deloitte.
In the modern recruiting landscape and against brand competitors, an update was badly needed.
CONCEPT EXPLORATION
PHOTOSHOOT
*actual employees
It was a privilege to be able to work with such a great group of people - truly a testament to the community quality at USDC. We interviewed them about their experiences working at Deloitte and took what we learned as inspiration for portions of the creative.
REBRAND
The green chairs of different styles represent that multifaceted support and “always has your back” no matter the role or seniority Deloitte offers while nodding to the strategy message of “getting a seat at the table.”
Illustrations preview career specialties, demonstrate creativity, humanity, and community at USDC.
These are also real people, real employees.
BRAND TOOLKIT
WEB ASSETS UPDATE
DIGITAL DEPLOYMENT
