Dollar Tree, Inc. | Careers Brand Refresh
Role: Senior Art Director
Scope: Creative direction, UX, brand system, production
Audience: Store associates, warehouse teams, corporate hires
Status: Launched · Scalable platform
The Challenge
Dollar Tree needed to unify its employer brand and bring new life to the candidate experience. With the launch of a new Associate Value Proposition—“The Value of You”—the brand required a creative system that could scale seamlessly across digital and physical touchpoints.
The goal was clarity, consistency, and relevance across a highly diverse workforce.
The Insight
Dollar Tree’s strength is its people—across stores, warehouses, and corporate teams.
The employer brand needed to feel approachable, authentic, and human, while still providing structure and tools that local teams could confidently activate.
The Idea
Bring “The Value of You” to life through a story-led design system—one that highlights real associates, clear value exchange, and consistency at every step of the hiring journey.
The Solution
Led creative direction for a full employer brand refresh, from strategy to execution:
Designed the career site UX and visual language
Directed a multi-day photo and video shoot capturing real associates across store, warehouse, and corporate roles
Built a brand toolkit for recruiters and store teams, including banners, cards, signage, and social content
Translated the EVP into tone, layout, and storytelling across all touchpoints
The Outcome
EVP now lives consistently across every stage of the hiring journey—from first click to first day
Improved application engagement and supported retention efforts
Delivered a scalable, repeatable employer brand system that internal teams can activate with confidence
