Dollar Tree, Inc. | Careers Brand Refresh

The Challenge
Dollar Tree needed to unify its employer brand and bring new life to the candidate experience. With the launch of their new Associate Value Proposition “The Value of You” they were ready for a creative system that could scale across digital and physical touchpoints.

The Approach
I led the creative direction for a full employer brand refresh, anchored in authenticity and approachability. We reimagined the career site, created brand guidelines for local franchisee activation, and produced a 72-hour photo and video shoot to build a powerful new visual library.

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
Created a brand toolkit for recruiters and store teams – banners, cards, signage, social content
Brought “The Value of You” to life through tone, layout, and story-led design

The Result
The EVP now lives across every part of Dollar Tree’s hiring journey – from the first click to first day. The refreshed career brand helped boost application engagement, supported retention, and gave internal teams a consistent, scalable identity to recruit with confidence.

The ChallengeDollar Tree needed to unify its employer brand and bring new life to the candidate experience. With the launch of their new Associate Value Proposition “The Value of You” they were ready for a creative system that could scale across digital and physical touchpoints.

The Challenge
Dollar Tree needed to unify its employer brand and bring new life to the candidate experience. With the launch of their new Associate Value Proposition “The Value of You” they were ready for a creative system that could scale across digital and physical touchpoints.