Project:

Careers Website

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Goals:

Collaborate closely with the On team to deliver an all-new careers website. The site needed to convey the On 'Spirits', mission and vision, attract a global talent pool and allow those who may not be suited to self-select out of the process.

 

Additionally, On needed all-new messaging and assets to launch a new, inclusive early careers programme.​

Results:

I worked closely with UX Design, Videography and Creative Strategy teammates—and the On Brand and Marketing team—to refine the On tone of voice and develop consistent, engaging messaging to speak directly to On's target audience and accurately convey the essence of life at On. 

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We crafted a visual and textual narrative throughout the site (including webpages and video assets) based on On's mission of: Igniting the human spirit through movement.

 

As a luxury sportswear brand with a strong focus on innovation and sustainability, we wanted the messaging to stand out from the crowd, be bold and inspiring, whilst conveying the meaningful work On does to create a more sustainable sportswear industry. Moreover, as the products they sell are both premium and minimalist (but also highly unique), we wanted the tone of voice to reflect this by being impactful without mincing words. 

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I also helped them redefine their 'Spirits'—their brand pillars that govern company behaviours, qualities and the way they work. The Spirits were crafted to inspire site visitors and encourage them to discover which Spirit resonated with them the most. 

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The result was a site that flows, that speaks to the user and takes them on a journey into the essence of On, giving them all the information they need to click 'apply'—or not.

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And, given that the site helped them exceed their hiring targets for 2023 and 2024 and successfully launch their graduate programme—with minimal edits to the content—it was a great success.