ABM
A hiring campaign built to honor the people keeping essential businesses running
When the pandemic created an urgent need for thousands of essential frontline workers, ABM needed a campaign built fast and built with real respect for the people they were trying to reach. ABM's teams keep airports, hospitals, schools, and businesses running. This campaign had to say that plainly and mean it.
I led creative direction and design for a purpose-led visual system that celebrated essential workers and showed the real difference ABM team members make every day. The campaign spanned digital recruiting, social content, and on-site materials across ABM's largest markets — built from the ground up to meet the moment.
Results
1M+ total reach // 18,290 leads // 3,112 applications
