CarMax
Project Campaign Branding + Animation + Digital Ads
Role Lead Designer
Tools Adobe Illustrator, After Effects, InDesign, Photoshop
Agency Bayard Advertising
This animated, multichannel campaign aimed to develop distinct visual identities for CarMax's various career areas while remaining firmly within the core brand. The goal was to create engaging, memorable assets that would attract talent and communicate the unique opportunities within each division.
How do you differentiate multiple career areas within a single brand without losing cohesion? CarMax needed a system that could flex across divisions while maintaining consistent brand recognition across static and animated digital display ads and short-form social videos.
Concept Development
To differentiate each career area, I developed tailored visual identities that used color, typography, and motion to reflect the specific culture and energy of each team. Animated elements were carefully designed to enhance storytelling, creating dynamic, attention-grabbing content without losing brand cohesion. The visuals combined clarity and playfulness, making complex career paths approachable and exciting for potential candidates.
I led the end-to-end design process, from concepting through final production, collaborating closely with copywriters, strategists, and animators. I created static and animated digital display ads in both HTML5 and GIF formats, as well as animated videos for social media channels. This included presenting concepts to stakeholders, iterating on feedback, and ensuring all creative aligned with CarMax's broader brand standards.
The Approach
The campaign delivered a cohesive, multichannel suite of assets that effectively communicated the culture and opportunities within CarMax while maintaining strong brand recognition across all touchpoints.
Impact & Deliverables:
Developed distinct visual identities for multiple career areas while maintaining overall brand cohesion
Designed and animated digital display ads in HTML5 and GIF formats
Produced animated social media videos tailored to each career area
Ensured consistency, clarity, and engagement across all digital touchpoints
Created a scalable system for ongoing campaign deployment across channels