Defined by You

UnitedHealth Group | Optum
Employer Brand Platform

Role And Scope
Associate Creative Director
Art Direction | Creative Direction | Employer Brand Platform | Visual Systems | Cross-Functional Partnership

Channels
Paid and Organic Social | Banner Ads | Recruitment Marketing | Employer Brand Guidelines

Overview
UnitedHealth Group needed a unifying employer brand platform to support high-volume recruitment across multiple brands and audiences, while remaining flexible enough to accommodate fast turnarounds. The work had to scale efficiently without losing authenticity or blurring each brand’s distinct identity to stand out in market.

I led the visual direction and creative framework, contributing to brief development and partnering closely with strategy and copy to translate employer positioning into a system designed for long-term, all-audience use. I stayed hands-on through concept development and art direction, as well as review, to ensure the platform held together across every execution.

Impact And Outcomes
The platform resonated with the client for its authenticity, scalability, and clarity across audiences. Direct employee quotes were used as a primary message driver, helping humanize the hiring experience and ground the work in real voices. The system established a durable foundation for ongoing recruitment efforts, keeping both brands visually distinct while aligned under a shared platform, with plans to expand real employee photography and voice-led messaging by audience.

“Care for All. Here for You.” Concept Moodboards

Concept development centered on care, connection, and service, expressed through individual impact.

Banner Ads and Social Post Art

Campaign execution examples demonstrating how the platform translates into real-world digital applications.

“Purpose. Defined by You.” Concept Moodboards

Concept development focused on individual impact, using employee quotes as the primary storytelling device.

Banner Ads and Social Post Art

Execution examples showing how the platform flexes across placements and messaging, including applications where quotes are not used as headlines.

Additional “Purpose. Defined by You.” Layouts

Explorations demonstrating how the employer brand adapts by message, audience, and channel.

Employer Brand Guideline Excerpts

Guidelines developed to support recruitment needs and ensure consistent application of the platform across partners and future deliverables.