Project Overview

Kruger Products needed an engaging visual strategy to elevate their recruitment branding for national and international tradeshows. To differentiate the brand and engage top talent, I developed a cohesive visual system and booth environment built on Kruger’s core brand guidelines.

My Role
As Art Director and Designer, I defined the overall visual strategy and environmental branding. I designed a flexible design system of triangle clusters—derived from Kruger’s brand identity—to create a flexible and modern aesthetic. Authentic employee photography was introduced into the designs to make the recruitment campaign feel warm and welcoming, encouraging candidates to envision themselves working at Kruger Products.

Process
I designed the booth’s visual look and worked closely with a 3D team who created the renders based on these design concepts. I extended the design system to all applications, including large-scale banners and staff nametags, buttons and mobile screens, creating a cohesive and integrated design across all channels.

Outcome
The campaign successfully delivered a cohesive brand experience that strengthened Kruger Products’ market position as a premier employer.