Creative DIRECTION, Digital & Web Design, Animation, video editing
Creating a new employer brand voice for ADT, and refreshing that brand voice in time to help celebrate ADT’s 150th birthday.
The Challenge
ADT, America’s largest and most well-known consumer home security company, employs over 24,000 people across six continents. The company knows what it does, and it does that well. ADT approached our team with a big ask - to help them share this with potential employees, and make the story exciting enough for them to want to apply for a career with ADT.
Stage 1
I worked closely with the ADT Talent Acquisition team and with the Symphony Talent creative team throughout the entire process; an internal brand strategist did months of research and distilled that research into messaging pillars to help guide our messaging and visual language. While we were building on the foundation of the core ADT corporate brand, this needed to be distinct for a talent audience.
I led the team in creating several rounds of visual concepts, finally landing on a dynamic frame that was used by ADT to highlight their key product offerings for their consumer brand, but reworked in this sub-brand to showcase and frame employees at the center of ADT.
Stage 2
In late 2023, ADT approached our team again to ask for our help in continuing our brand work to help them celebrate the 150th anniversary of the company’s founding. Collaborating with VMLY+R, the ADT brand team and a PR firm, we proposed a system we called “Behind the Sign,” taking that iconic blue octagon that has come to represent home security for so many people, and flipping it to showcase the people behind the symbol. Just as that sign stands in front of everything it protects - your home, your valuables, and your peace of mind - behind what makes all that possible is an incredible team of people working together for the security of all of ADT’s customers.
Creative Team:
Laura Gosnell, ACD, Team Lead
Becca Cook, Chris Heher, Jayne Myers, Copywriters
Gram Hill, Designer
Shari Neumann, Strategist
Shreya, Motion Designer