Xerox had difficulties in
recruiting new talent because potential candidates perceived the company to be
old-fashioned, and stodgy. To realign people’s perceptions, rebranding was
desperately needed to portray its positive and cutting-edge culture accurately.
Specific target markets were identified and materials were customized to address
diverse demographics: college graduates/MBA graduates, sales personnel,
minorities and IT/technology specialists. In a massive rebranding effort, the integrated
campaign included print ads, job fair booths, a robust website, HTML emails,
branded job postings and collateral materials. Materials not shown were developed
in collaboration with fellow creative teams. Additionally, this campaign was
also created in tandem with Xerox’s consumer agency-of-record, Y&R.
Role: Concept Development Team, Designer
Xerox: eXpress yourself