Dunkin’ “All In’” Employer Brand Platform

The Challenge
Dunkin’ needed a refreshed careers identity—one that captured its unique brand energy and resonated with both in-store crew and corporate hires.

The Approach
I helped bring the “All In’” EVP to life with a system that was as fast-paced and people-focused as the brand itself. Everything stemmed from real team member insights, and we crafted a look, feel, and voice that felt proudly Dunkin’.

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

• Rolled out a fully rebranded career site, including UX, copy, and imagery

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

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

• Oversaw photo and video shoots featuring real employees to drive authenticity

The Result
The campaign drove a 384% spike in site traffic and 81% increase in application clicks. It won first place at the 2024 Rally® and IAC Awards and gave Dunkin’ a flexible, scalable platform that continues to fuel recruiting momentum.