We Are Schwab

Enterprise Employer Brand System | Charles Schwab

An employer brand built for distinct candidate audiences and designed to stay recognizable as hiring needs evolved.

Role

Senior Art Director → Associate Creative Director
Lead Art Direction and Visual Stewardship

Partnership

Five years

Recognition

2023 Mobile Web Award, Best Employment Mobile Website

Building One Employer Brand for Many Audiences

Charles Schwab needed one employer brand that could speak to very different candidate audiences without fragmenting the experience. Research into the company and its candidate archetypes gave our core creative team the foundation for the platform.

As the visual lead, I translated that strategy into a flexible system centered on employees sharing expertise and connecting work to the right person.

Connecting People Through Shared Expertise

I introduced the idea of showing that handoff through a continuous line. My Creative Director and Copywriter developed the platform language around it, and together we built the full system. The concept began under the working title The Schwab Effect and later became We Are Schwab.

A Line Designed to Carry the Story

A continuous line connected people, messages, and areas of expertise. It carried through motion and created a recognizable relationship between copy and imagery in static work.

I developed rules for the line’s weight and scale, along with how it interacted with portraits and copy. Those rules allowed the system to move from large campaign placements to small digital applications without losing its character.

Consistency Without Sameness

Multiple internal teams and outside partners produced Schwab employer communications, so the system needed to work without our core team guiding every execution. I designed the complete guideline layouts and helped establish the visual rules behind the system.

Audience-specific versions preserved recognition while leaving room for new messages and hiring needs.

Five Years of Visual Stewardship

Over five years, We Are Schwab expanded across the career site, paid media, social content, commercials, and internal initiatives. Schwab’s in-house team handled day-to-day production and returned to us for larger assignments and deeper brand reviews.

When an execution drifted from the system, I helped identify what was off and guide it back into alignment. The career-site expression received the 2023 Mobile Web Award for Best Employment Mobile Website under the original working title, The Schwab Effect.

The live site has continued to evolve since the work shown here was developed.

View the current site: schwabjobs.com