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Human Resources Campaign

Driven by the Challenge. This campaign brand identity and primary message captures the essence of the company’s core values—the “why” behind the organization—what makes them want to come to work, engineer the future of public spaces, and solve the most complex challenges.

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Design Options

The design solution for the campaign identity was built around the idea of being as dynamic as their people. An underlying grid was used to create structure but bring the different elements, of a complex activity and organization, into a relationship that ensures efficiency and harmony.

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Graphic System

A distinct number of elements are arranged in a systemic way, but with endless permutations. Each one of the “+” symbols relates to one of the core values they adhere to. One only need to maintain the proper number of elements to effectively use the system.

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Brand Collateral

To further communicate the message and rally internal support, employees were given campaign materials and encouraged to use them and social media to promote the reason they come to work each day—what is the driving force behind their efforts—all under the banner of the hashtag #drivenbythechallenge.

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Direct Mail Campaign

We also created a printed direct-mail campaign that expresses the vision of the incoming CEO, as well as explains their core values in relation to how Walter P Moore works with clients. Within the printed mailer, we showcased one completed project and explained how it correlates to one of the company’s core values.

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Lobby Graphics

In addition to external efforts, we created interior graphics and messaging to further communicate the core values of the human resources brand. In some cases, the core values were simply stated. In others, we used project photos to show how one of the values was used effectively throughout the life-cycle of the specified project, thereby showing how the company delivers on its brand promise.

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Web Design

We created a completely custom, responsive website that features select projects – those that best represented one of the company’s core tenants. The website not only dives deeper into project specifics and how the company solves complex challenges, but serves as an adjunct to their corporate website. Walter P Moore also uses the website as a marketing, sales and recruitment tool, as featured projects typically have high visibility and public awareness.


  • Creative Direction
  • Art Direction
  • Identity Design
  • Environmental Graphic Design
  • Web Design
  • Title Sequence Design
  • Print Design


  • Tangelo, Agency
  • David Hoyt, Executive Creative Director
  • Cameron Miller, David Hoyt, Copywriter(s)
  • Christina Snyder, Account Manager
  • Chan Do, Video Production