Aston Carter Rebrand (2021–2022)
Following its split from Aerotek in 2021, Aston Carter needed a refreshed brand identity to reflect its evolution as a standalone company. In 2022, we launched a full rebrand focused on humanizing the brand, elevating its visual identity, and creating a cohesive experience across all touchpoints—from web to social to print.
My role
Led the visual design direction for the brand and supported the development of key touchpoints across the website, social media, and core identity elements.
Challenge
When I joined the Aston Carter team in 2021, the brand leaned heavily on sleek building imagery, with a limited color palette of green and gray and no human presence in visuals. At the time, the team was mid-brand refresh but lacked a dedicated designer on the marketing side. I stepped in to lead a mini refresh, evolving the brand within existing constraints. By late 2022, with a full design team of three in place, we were given the opportunity to execute a more comprehensive refresh which allowed us to bringing a more human, relatable tone to the Aston Carter brand.
Process
We had a strong foundation in content, but the original design felt generic and didn’t reflect our mission of connecting with job seekers. Our goal was to break away from that “cookie-cutter” look and create a brand with more personality and differentiation from competitors. To do that, we introduced a refreshed brand voice, a more vibrant color palette, human-centered imagery, and a new typeface to give the brand warmth and energy. Collaboration played a big role in this second rebrand. I managed a shared Monday board to track every project across designers, copywriters, and stakeholders, ensuring alignment and cohesion as we rolled out the new direction.I also partnered closely with our digital experience team and external vendors to design assets for email campaigns, digital ads, and web experiences. From sell sheets to social media, labor reports to internal decks, we ultimately built out a full suite of materials which was anchored by a scalable set of brand guidelines.
Results
By the end of the refresh, we had launched a new homepage and 30+ supporting web pages, introduced a monthly labor report sent to over 7,000 global clients, and developed a podcast featuring the company president. We also rolled out a high-performing Wordle-style ad campaign and a complete suite of updated internal and external marketing materials. The refreshed brand improved content engagement and consistency across channels, and the work set a new creative standard adopted by several sister brands within Allegis Group.
my work
