Client: BD
As Executive Creative Director, I led the development and global rollout of The Makers of Possible, a comprehensive employer brand initiative for BD, a leading medical technology company.
Working closely with BD's global stakeholders, I led the creative team, maintained the client relationship, and directed the delivery of a cohesive brand experience across four major regions. From creative strategy and campaign development to brand guidelines, localized toolkits, digital assets and launch materials, I ensured every deliverable maintained creative excellence while meeting the needs of diverse audiences and markets.
The result was a unified employer brand that brought BD's people, purpose and possibilities to life—strengthening its ability to attract talent, engage employees and build a consistent global employer identity.
Three years later, as BD undergoes a new transformation, they have entrusted my team and me to deliver the next generation of their brand.
My Role:
Executive Creative Direction, Global Client Leadership, Creative Team Management, Brand Development, Campaign Oversight, Global Delivery
The Background
With more than 77,000 associates worldwide, BD needed an employer brand that could connect a diverse global workforce under one compelling story. The challenge was to create something authentic to the organization, aligned with its corporate vision, and flexible enough to resonate across different cultures, languages and talent audiences.
Extensive research and collaboration led to three defining pillars: People, Possibilities and Purpose. Together, they formed the foundation of a new Employer Value Proposition: We are people who give possibilities purpose.
This became the strategic foundation for The Makers of Possible, a campaign celebrating the people behind BD's mission of advancing the world of health.
The Results
20%
Improved rating on Glassdoor
15%
Increase in employer reputation ratings
400%
Increase in intranet employee engagement
One Global Brand. Four Regions.
A central challenge was ensuring the employer brand felt unified globally while remaining relevant locally.
Our team developed a comprehensive brand book and regional toolkits for North America, Latin America, EMEA and Greater Asia. These resources included creative guidelines, messaging, campaign assets and tailored content for audiences across manufacturing, sales and technology.
Continuing the Story Through Global Content
The Makers of Possible was never intended to be a one-time campaign. We continue building the employer brand through ongoing photography and video shoots across BD's global locations, capturing authentic employee stories, workplace environments, and the people behind the brand.