Dunkin’ “All In’” Employer Brand Platform

Role: Senior Art Director/Lead Designer
Scope: Concept, design system, UX, rollout
Audience: In-store crew + corporate hires
Status: Launched · Ongoing platform

The Challenge

Dunkin’ needed a refreshed careers identity—one that could attract both hourly crew and corporate talent while capturing the brand’s fast-paced, optimistic energy.

The existing experience lacked differentiation and didn’t reflect what it actually feels like to work at Dunkin’.

The Insight

Dunkin’ culture moves fast, runs on people, and shows up with pride.

The employer brand needed to feel as energetic and human as the brand itself—built from real employee voices, not generic hiring language.

The Idea

Bring the “All In’” EVP to life through a bold, modular system built around action-oriented “IN’” statements—creating momentum, clarity, and authenticity across every touchpoint.

The Solution

Led end-to-end concept, design, and rollout of a scalable employer brand system:

  • Directed visual storytelling built on a bold stack of “IN’” action words

  • Launched a fully reimagined careers website (UX, copy, imagery)

  • Developed a franchisee playbook with pull-ups, yard signs, business cards, and team pins

  • Designed digital assets including banners, social content, and animated display ads

  • Oversaw photo and video shoots featuring real Dunkin’ employees to reinforce authenticity

The Outcome

  • +384% increase in careers site traffic

  • +81% increase in application clicks

  • First Place winner at the 2024 Rally® and IAC Awards

  • Delivered a flexible, scalable recruiting platform that continues to fuel hiring momentum across markets