Already Future You

UPS UK
Location-Specific Recruitment Campaign

Role And Scope
Art Director, Lead
Art Direction | Campaign Development | Cross-Functional Partnership

Channels
Paid and Organic Social | Recruitment Marketing | Banner Ads

Overview
UPS UK needed a recruitment campaign that better connected with women candidates for operational roles in a UK market where brand awareness was lower than in the US. The work had to feel culturally relevant and locally grounded, while still aligning with global employer brand featured on the career site experience this campaign would drive to.

I led art direction and concept development across two campaign directions designed to link personal identity with career opportunity. “Already Future You” and “It’s My Life” translated everyday experience into job relevance through approachable messaging and locally resonant visuals. Both concepts were built to flex within UPS’s global system while allowing the UK market to speak in its own voice.

Impact And Outcomes
“Already Future You” was selected as the foundation for the UK recruitment effort and deployed across key channels. The campaign supported increased engagement with women candidates and was handed off to the local market for continued rollout and expansion within the broader career site framework.

“Already Future You” Concept Moodboards

Connects personal candidate stories with the qualities of UPS and its people, reinforcing long-term possibility and growth.

Social Reel

Campaign execution example with the language and visual cues of the existing “Future You” employer brand, but with a twist for UK women.

“It’s My Life” Concept Moodboards

Connects job demands and requirements with activities and perspectives candidates already bring from their everyday lives.

Social Reel

Campaign execution example showing how lived experience translates into job readiness at UPS.