Walgreens
2020 Recruitment Brand
In late 2020, Walgreens had recently undergone a consumer rebrand and was looking to update their corresponding recruitment work. While it was understood that “employer” variations of brands often have some degree of freedom to chart unique paths, Walgreens was unsure of how much they wanted their employer brand to be distinct from their consumer brand. We were tasked with presenting a number of concepts representing different degrees of alignment and strategies.
CD: Martin Dudek
CW: Faron Greenfield
AD: John Giannelli
Concept 1.1
THE RED THREAD
From health and pharmacy to any of life’s essentials, Walgreens has been there for our communities since 1901.
And behind each and every item on our shelves, in our stores or online, there are thousands of Walgreens employees just like you – working together – who made it possible.
You are the catalyst and the connection that leads to our customers living healthier and happier lives.
It’s an unmistakable bond, cemented by the things you do and the people you impact.
Concept 1.2
BE HELPFULFILLED
There are certain qualities that are in the DNA of Walgreens employees. A (red) thread that connects everyone.
You’re welcoming. Knowledgeable. Compassionate. And so much more.
You can go home every day, taking pride in the difference you make in our communities.
In the end, that makes you more than simply helpful or having a purpose that leaves you fulfilled. It’s both.
It makes you #helpfulfilled.
Concept 1.3
BE THERE BY BEING HERE
As a Walgreens employee, you make a real difference in our customers’ lives. It’s an impact that extends beyond our aisles or an online cart. The work you do radiates out into our communities and neighborhoods.
It touches family gatherings.
It helps fight fevers.
And it makes happy birthdays even happier.
While you might not physically be there in these moments, your presence and your commitment are always felt.
Round 2
After initial concepts were reviewed, Walgreens decided they wanted to stay closer to the consumer campaign. We were asked to stick with (employee) photography-based designs, avoid the Walgreens logo font and focus the messaging on the 'what’s in it for me?’ Several different taglines were explored, but the end result was…
Concept 2.0
TOGETHER, WE CARE
As a Walgreens employee, you’ll make a real difference in our customers’ lives – and in your own.
Because together, we care.
You’ll help communities, whether it’s soothing sniffles or making long-term ailments easier to live with. And you’ll join a culture of collaboration. A place where everyone works together and toward the win.
You’ll help make life’s big moments memorable, adding lush to the lashes and sweets to the table. And you’ll get perks, growth and career opportunities while never losing sight of your impact.
At the end of the day, you’ll be making people happier and healthier. And that includes you. It’s just that simple.
Because together, we care.