OPen

CarMax Employer Brand Refresh
‍

CarMax Employer Brand tasked us with creating a fresh, cohesive campaign that would elevate their brand while staying true to their established identity. The brief asked us to explore bold, innovative concepts across multiple platforms, including digital, out-of-home, and internal communications. My approach began with in-depth research and mood board development to define the creative direction, followed by close collaboration with a copywriter to craft compelling narratives. This foundation set the stage for a seamless execution of designs and messaging that aligned with CarMax’s vision and goals.

concept 1

Love what you do.

The amazing community of people working at CarMax is something that resounded loudly through brand research and stakeholder interviews. Positioning the human connection and desire to win against the key desires of the target audiences creates a warm and approachable story.

concept 2

Spark your journey.

The thrill of embarking on a new career can be daunting, but it’s also intoxicating. Capturing the rush of the process and aligning to the punchy, social copy style that’s second nature to the target audience yields a direction that is bold, high impact and action-oriented.

and the winner is...

Spark your journey.

At CarMax, we do more than sell cars. We spark journeys.​

Here, passion is the uniform and collaboration is the anthem. We celebrate individuality, inclusion, and the audacity to challenge the norm. Every voice matters and every idea holds the potential to rewrite the rules. ​

We're a close-knit crew of go-getters fueled by a common goal: making the car-buying experience iconic. We make car-buying fair, accessible and joyful for all.​

We believe in putting people first and that businesses have a responsibility to make the world a better place.  Here’s your chance to leave a mark. Be the sidekick helping the hero in their car-buying journey. This is where you can find purpose and go for greatness with teammates by your side.​

Meaningful work that's fulfilling.  Training and opportunities to take you to the next level. Join a transparent, innovation-minded community where associates love what they do and unlock the open roads to their future.​

Spark your journey at CarMax. ​​

Crafting distinctive concepts aligned with CarMax's brand

My team and I began by developing two distinct concepts rooted in comprehensive mood boards that balanced creativity with brand consistency. Each mood board served as a foundation for visual direction, inspiring the design elements and tone of the concepts.

Collaborating closely with a copywriter, we crafted a compelling manifesto to accompany each mood board, encapsulating the vision and narrative of each concept. This holistic approach ensured the client had two cohesive and strategically developed options to choose from.

concept 1

concept 2

Bringing the vision to life

After CarMax selected their preferred concept, I brought the design to life through a variety of executions and deliverables. The final work included striking out-of-home concepts and engaging banner ads, all tailored to enhance brand visibility and resonate with potential future employers. I also spearheaded an extensive, multi-step website redesign paired with a refreshed copy strategy to elevate user experience and streamline messaging.

Additionally, I updated PowerPoint templates to align with the new visual direction, ensuring consistency across all communication channels. The result was a cohesive and impactful campaign that reflected CarMax’s values while positioning the brand for continued success.

and the winner is...

CarMax Employer Brand Refresh
‍

Looking to refresh the CarMax Employer Brand, the team and I created 2 distinct and compelling manifestos and supporting visual elements to leverage  CarMax’s “Love What You Do” platform. We used a multi phase approach, starting with mood boards, and then creating billboards, digital ads, and a website refresh.

concept 1

Love what you do.

The amazing community of people working at CarMax is something that resounded loudly through brand research and stakeholder interviews. Positioning the human connection and desire to win against the key desires of the target audiences creates a warm and approachable story.

concept 2

Spark your journey.

The thrill of embarking on a new career can be daunting, but it’s also intoxicating. Capturing the rush of the process and aligning to the punchy, social copy style that’s second nature to the target audience yields a direction that is bold, high impact and action-oriented.

and the winner is...

Spark your journey.

At CarMax, we do more than sell cars. We spark journeys.​

Here, passion is the uniform and collaboration is the anthem. We celebrate individuality, inclusion, and the audacity to challenge the norm. Every voice matters and every idea holds the potential to rewrite the rules. ​

We're a close-knit crew of go-getters fueled by a common goal: making the car-buying experience iconic. We make car-buying fair, accessible and joyful for all.​

We believe in putting people first and that businesses have a responsibility to make the world a better place.  Here’s your chance to leave a mark. Be the sidekick helping the hero in their car-buying journey. This is where you can find purpose and go for greatness with teammates by your side.​

Meaningful work that's fulfilling.  Training and opportunities to take you to the next level. Join a transparent, innovation-minded community where associates love what they do and unlock the open roads to their future.​

Spark your journey at CarMax. ​​

CarMax 30th Anniversary

CarMax, the nation’s largest retailer of used cars, celebrated 30 years of revolutionizing the used car industry by ringing the Closing Bell® at the New York Stock Exchange. To honor the occasion, CarMax asked us to create a 30 second video and visual assets that would be featured on social media and screens shown around the NYSE building on that day.

Contact Us
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Looking to collaborate on a project or talk about a new opportunity? Shoot me an email!
Katherinedavis0623@gmail.com