CLIENT
Discount Tire
PROJECT
Employer Brand Messaging Guide, Concepting, Landing Pages
ROLE
Lead Designer, Art Direction, Strategy
PROCESS
Research ~ Audit ~ Ideate ~ Design
Discount Tire, a nationally recognized, people-first retailer, needed a clearer, more cohesive employer brand presence that reflected its authentic culture and supported long-term hiring. Our goal was to build the tools and digital foundations that help them attract the right talent while empowering internal teams to communicate with consistency and confidence.
Developing sub-brand landing pages to strengthen the candidate journey and future scalability
Creating two distinct design concepts for ongoing recruitment needs
Building an Employer Voice Guide to unify messaging across teams
Crafting a Photo Direction Guide to grow their employer-brand library
The approach
We partnered closely with the Discount Tire leadership, talent, and brand teams to uncover what truly mattered to employees and candidates. From discovery sessions to creative exploration, we built a foundation that would guide every decision—from sub-brand landing pages to voice and imagery.
The landing pages
We designed a set of sub-brand landing pages to support recruitment efforts, aligning with the employer brand
Sitemapping the candidate journey
Wireframing key templates and modules
Visual design system and UI
These pages were designed to adapt to various roles, regions, and hiring needs while maintaining a consistent brand experience, creating a template for future sub-brands when they are needed.
Employer Voice Guide
To help internal teams speak confidently and consistently, we developed a messaging guide defining:
Employer brand personality
Tone and voice rules
Key language for pillars and designated experience traits
Sample messaging for job descriptions, social, and campaign materials
This became a tool that empowers recruiters, marketers, and managers to communicate clearly and authentically.
Designated Experience
Through research, we defined the experience every person should feel when interacting with the employer brand—whether on a landing page, in a store, or during an interview. These qualities became the lens through which we made our creative decisions.
Empowering
We train, support, and trust our people to dream big and grow.
Humble
We show who we are; we don’t brag about it.
Human
Respect, kindness, and genuine connection fuel every interaction.
Fun
Hard-working and upbeat—because joy is part of the job.
Honest
Integrity builds trust—from customers to candidates.
Fun
Everyone belongs. Everyone is valued. Everyone is welcome.
The concepts
During the concepting phase, we translated discovery insights into distinct creative territories that reflected Discount Tire’s culture and hiring goals. By exploring multiple visual and messaging directions, we tested how the employer brand could show up in fresh, compelling ways by pushing beyond industry norms while staying grounded in authenticity. This process enabled us to strike a balance between strategic intention and creative exploration, ultimately delivering two flexible concepts that the team could utilize now and adapt for future campaigns.
Bold Reframing
This direction uses creative, attention-grabbing messaging and bold typography to reframe perceptions of the automotive industry. Designed to halt the scroll, it addresses directly candidates who may have previously overlooked the space, while striking a balance between strong typographic moments and human-centered photography to maintain warmth and connection.
Forward Momentum
Built around an arrow motif, this direction symbolizes progress, growth, and future opportunity. The visual system reinforces the idea of moving forward in both life and career, with authentic, diverse photography playing a key role in establishing a memorable voice that complements the messaging and reinforces inclusivity.
