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Washington County Human Resources (HR) plays a pivotal role in fostering a vibrant community that supports both employees and residents. Located in Oregon’s most diverse county and home to global innovators like Intel and Nike, Washington County HR faced a growing need to modernize its recruitment strategies to attract top talent while reinforcing its identity as a community-focused organization. Watson Creative was brought on board to create a comprehensive branding and recruitment campaign that could meet these challenges.
Washington County HR needed to refine its branding to resonate with a broad spectrum of prospective employees, from entry-level staff to leadership roles. Watson began by exploring the organization’s values through stakeholder interviews, competitor audits, and brand workshops. The insights revealed that Washington County HR’s unique position as a diverse and inclusive community hub was a key strength that could be leveraged to attract talent.
The branding strategy emphasized the tagline “Come Lead With Us,” a call-to-action that highlighted leadership opportunities while fostering a sense of community belonging. The campaign also focused on creating visual and verbal consistency across platforms to strengthen brand recognition and clarity.
Watson’s work for Washington County HR spanned multiple channels and touchpoints. The rebranding effort included a refreshed visual identity that utilized a neutral, muted color palette and the iconic wave from the county logo. This design approach was carried through recruitment materials, lifestyle imagery, and custom digital assets, ensuring a cohesive look and feel across all campaigns.
The campaign also prioritized accessibility and engagement through digital platforms. Watson enhanced the user experience on Washington County’s recruitment website, incorporating intuitive navigation, interactive features, and responsive design. This digital transformation was complemented by targeted social media campaigns and video storytelling, which showcased the personal and professional growth opportunities within the organization.
The rebranding and recruitment campaign achieved significant milestones. Washington County HR saw a marked increase in application rates across key roles, with a noticeable rise in candidates for leadership positions. Feedback from internal stakeholders highlighted the campaign’s success in representing the organization’s unique culture and values.
The use of lifestyle photography and community-focused messaging created a relatable and aspirational narrative that resonated deeply with both prospective and current employees. The campaign not only strengthened the county’s ability to attract top talent but also reinforced its role as a cornerstone of the community.
Jessica Chandler from Washington County HR shared her appreciation for the collaboration: “We are extremely satisfied with our business relationship with Watson. They have always worked within our budget and timeline restrictions and have consistently produced a final product that has far surpassed our expectations. Watson Creative is transparent with costs, timelines, constraints, and expected deliverables. From the very beginning, Watson has been easy to work with— from the bid process to establishing a contract to the final product, each step has gone smoothly.” This partnership highlights Watson Creative’s ability to craft meaningful campaigns that align with organizational goals and community values, ensuring lasting impact and measurable success.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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