In 2016, I contributed to a recruiting campaign aimed at attracting dynamic, mission-driven talent to the Boston office—capturing the company’s collaborative culture, entrepreneurial spirit, and passion for making the world a better place through education.

Building on EF’s existing brand identity, this campaign leaned into the bold use of pink—amplifying its energy and distinctiveness to stand out in a crowded recruiting space.

The campaign seen on Boston’s public transporation.

The campaign highlighted what makes working at EF meaningful by centering on real stories from employees. These narratives were brought to life through a series of posters displayed in subway stations, designed to connect authentically with potential candidates during their daily commute.

The exterior of the buses and trains was branded and stickers were created for the interior of the buses, as there were specific guidelines as to where advertising could be placed.