Challenge: Redington’s year‑round graduate and internship campaign had lost momentum. Engagement was dropping due to overly corporate, repetitive creative that didn’t reflect the company’s vibrant, entrepreneurial culture. 

Solution: I reshaped the campaign end‑to‑end, using insight‑driven creative direction, a refreshed visual identity and authentic storytelling to attract high‑quality early‑career talent.

Key strategic actions

• Introduced the “Starts with you” tagline to reposition graduates as active drivers of their careers.

• Refreshed the visual identity using the secondary palette to soften the corporate tone while retaining raspberry accents for brand recognition.

• Shifted photography from staged to candid, real‑moment imagery to reflect the culture authentically.

• Built content around graduate insights to highlight growth, collaboration and purpose.

• Launched two high‑engagement storytelling initiatives:

• “A Day in the Life” multi‑channel campaign (blogs, video, social) showcasing real graduate experiences.

• “Advice to my younger self” company‑wide storytelling series supported by a landing page and social assets.

• Ran a company‑wide lunch survey and turned the findings into a playful infographic

Results & Impact

• +40% increase in campaign engagement across social and early‑career channels.

• 3× higher content interaction on insight‑led posts vs. previous corporate assets.

• Significant uplift in graduate applications, attributed to more authentic, relatable storytelling.

• Stronger internal participation, with high engagement in the “Advice to my younger self” initiative.

• A refreshed employer brand that better reflected Redington’s culture, improving talent attraction and internal pride.

• A scalable creative direction that Redington could use year‑round across multiple touchpoints.