Brand Revitalization Campaign — AppleOne
Find Your YES
CLIENT
AppleOne Employment Services
ROLE
Creative Director (led a team of 3)
TIMELINE
5 weeks
DELIVERABLES
Visual identity system, OOH advertising, digital display, email, social, website, sell sheets
THE SITUATION
AppleOne came to this with a solid foundation and a brand that had simply stopped keeping up. Green and grey. Black-and-white photography. Lots of white space. It wasn’t bad — it was just quiet in a market that had gotten louder. Competitors were showing up with more energy and the gap was starting to show.
The CMO had already cracked the strategic code: Find Your YES. Strong line. Optimistic, human, and pointed squarely at job seekers in the middle of figuring out their next move. My job was to build a visual world that made that line land the way it deserved to.
WHAT I WAS THINKING
A line like Find Your YES doesn’t want a corporate backdrop. It wants to feel like something. A movement, maybe. Definitely not a staffing brochure.
So we threw out the old palette and started fresh. The new color system is warm and bold — built to signal momentum and confidence rather than stability and caution. We moved away from the generic B&W photography approach entirely and let typography, color, and composition carry the emotion. Turns out when you commit to that, you don’t miss the stock photos at all.
The layout direction was about human rhythm over corporate grid. Every piece — whether it was a bus stop ad or an email — needed to feel like it came from the same place and had something to say.
I ran a team of three through the whole thing in five weeks: discovery, concept, identity build, and full campaign rollout. Five weeks is fast. We made it work by being decisive early.
The identity had to travel across a lot of ground: out-of-home, social, digital display, email, website, and sales collateral. Getting it to feel consistent across all of that is the real design challenge — anyone can make one piece look great. Making a bus stop ad and a sell sheet feel like siblings takes a system that’s actually been thought through.
HOW IT LANDED
Fast and well. Leadership loved it, and more importantly, they actually rolled it out — quickly and broadly across the organization. Anyone who’s worked in a large company knows that’s not a given. When a rebrand gets adopted that fast, it usually means the work genuinely resonated rather than just passed approval.
Find Your YES gave AppleOne a brand that finally matched the company’s ambition. That’s the job.
SKILLS
Creative direction · Visual identity · Campaign concept · Typography · Layout · Integrated channel design