Objective

Collective Health’s Careers page had been a transactional listing of open roles with little context about the company itself. The goal was to transform it into a true careers destination that clearly articulated the company’s mission, it’s authentic culture, and what it would look like for a prospective employee to work there. Ultimately, the project aimed to create opportunities that attracted and top talent.

Strategy

A true sense of authenticity was critical to setting this page apart. Everyone talks about authenticity, but few actually achieve it. To get there, we leaned into real stories: capturing employee testimonials and filming inside the actual office, rather than falling back on generic B-roll or staged meetings. The result was a more documentary-style perspective that gave the site that looked and felt honest.

The brand personality also needed to be amplified. It had to extend naturally from the existing brand persona, but it  needed to punch harder and go places it hadn’t before. One way we did this was through new motion elements: the amorphous “blob” graphic that flows around page headers, and the undulating line that threads through it. Both were conceived as visual expressions of the diverse personalities that make up the company. In reality, we all contain multitudes—and so does a brand.

To bring this to life, I developed a motion design system that was deployed throughout the site to make the UX more tactile and engaging. And to ensure this wasn’t all purely academic, I paired the creative work with a competitive analysis and a metrics framework to track both engagement and candidate quality.

Outcome

The work we did was evidence authentic brand expressions brand through storytelling and strong design principles can drive results. As soon as the site launched it delivered measurable improvements in talent attraction and engagement.

• 158% increase in unique visitors to the Careers pages

• 67% increase in average time on page, reflecting deeper engagement

• 2x increase in clicks through to job applications

• 18% improvement in candidate quality progressing to final interviews

• 23% increase in applications from underrepresented groups after showcasing diversity, inclusion, and Spanish-language content