An award-winning recruiting brand that took attendance from 10 students to 50
A one-day program for New Jersey's top accounting students had to stand out from every other firm's recruiting event. With full creative freedom, I built it a premium identity and ran it across social, email, print and the live event.
Students attending, about five times the year before
Interns hired from the program
Budget cap for the award category the event won: Association for Accounting Marketing, 2024
Every firm is chasing the same students
Accounting firms compete for a small pool of top graduates, and their recruiting events tend to look alike. The year before, about 10 students came. A.S.P.I.R.E. had to feel premium and fun enough that students would sign up before graduation, with a one-person creative team behind it.
Borrow the confidence of a luxury brand
I built the identity on a triangle system with a green-to-blue gradient. The peaks stand for the highs and lows of a career and the journey students aspire to take. Luxury-brand design cues make an accounting firm read as a premium choice. The same system flexed from a square social post to a wide event banner.
Built to stretch across every format
One palette, one typeface and one pattern of triangles for the highs, lows and journey of a career, so every piece read as A.S.P.I.R.E. at a glance.
Palette
Typeface
Creative freedom
I owned the program's look from first concept to final delivery.
Two sign-offs
The Chief Marketing Officer approved the brand and took it to the CEO for final approval.
Pitched to the team
I pitched the concept to the HR and marketing teams before it went up for approval.
One brand, every channel
- Brand identityCreated the triangle mark, gradient and type system for the program.
- Social campaignDesigned a pattern-driven series with short, clear messages that set the program apart from other firms.
- Email automationBuilt invites, schedules, updates and confirmations to students and professors in HubSpot.
- Event pitch deckDesigned a deck where each slide moves into the next core value and ends on intern testimonials.
- ConsistencyKept every piece aligned across social, email, print and the live event.
- Award submissionDesigned the submission deck that won the Association for Accounting Marketing award for best accounting event with a budget under $24,000.
A pattern that kept people scrolling back
A series from launch to registration close, built on one flexible pattern.
From invite to confirmation, automated
HubSpot workflows sent each student the right message at the right moment, all in the program's look. The digital invite and the event schedule were interactive PDFs: one click took students straight to the registration site.
Interactive PDF invite · links to registration
Interactive PDF scheduleCore values, one slide at a time
Presented at the live event alongside a talk on AI in accounting.
Next time, I’d take the campaign into paid social, targeting college students by interest, and sharpen the copy for the feeds where they spend hours every day.
Hiring a creative lead who can set the vision and do the hands-on work?
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