Description

Some brands have logos. Deloitte had an icon.

For this integrated recruitment campaign, I transformed Deloitte’s signature green dot into the connective thread across an entire experience – turning it into everything from a spotlight and molecular structure to a playable Pong ball in a custom Facebook game.

The idea was simple: when a brand element is this recognizable, it can become storytelling.

The campaign spanned print, experiential activations, social, digital and on-campus engagement, creating a playful, curiosity-driven system designed to stop students in their tracks and make Deloitte feel more dynamic, modern and culturally connected than traditional recruitment marketing typically allowed.

The work generated 1.5M+ impressions across print, experiential and digital activations, increased traffic to Deloitte graduate recruitment pages by 41% and helped drive a 24% increase in student event participation across target campuses. The custom Facebook game also exceeded benchmark interaction rates by 3X.

Unexpected. Interactive. Memorable.

A campaign built around one tiny dot that made a very big impression.