Foley Equipment

Employer Brand and Website Design

I partnered with Foley Equipment to develop a new employer value proposition (EVP) brand and careers website that would reflect their culture and attract top talent. The project spanned concept development, visual identity, UX design, and cross-channel brand expression. The result was a cohesive, engaging brand presence that helped position Foley as an employer of choice.

Creative Concept Development/Branding/Website Design/UX Design/UI Design

Creative Concepts

I created two distinct creative explorations to bring the ideas from the brief to life in a clear, tangible way, using design to express and embody the brand’s overarching concept. From these, the client chose Concept 2.

Concept 1: Hands-on the Best

● Emphasizes the hands-on nature of Foley work

● Photography: Genuine images of Foley employees

● Visual Language: Common to construction, mirroring employees’ everyday work

Moodboard:

Visual Example:

Social Post Example:

Concept 2: It’s in Our DNA

● Emphasizes that empowering employees is the life-blood of Foley

● Photography: Beauty product style images of employees shows them as heroes

● Visual Language: Diagrams and blueprints represent the inner workings of the company and the essential role of employees

Moodboard:

Visual Example:

Social Post Example:

Visual Language

I defined a visual language highlighting real employees and the essential role each plays in the company’s DNA. Detailed illustrations of equipment and processes represent the idea that it’s the sum of its parts that makes Foley strong.

Color Palette:

Typography:

Photography:

Graphic Elements:

Website Design

I applied the established creative concept and visual language to a new careers website to bring Foley Equipment’s employer brand to life. I developed a clear, user-focused site map to organize their content effectively, created wireframes to define structure and flow, and finally designed the interface to deliver a cohesive, engaging user experience.

Site Map:

Wireframes:

Website Design Examples:

Social Media

To extend the employer brand beyond the website, I created social media assets in the same visual style, designed to raise awareness and attract new talent through consistent and engaging content.

Conclusion

The new EVP brand and digital assets gave Foley Equipment a unified, modern platform to connect with job seekers and showcase their culture. The cohesive visual identity and strategic rollout across web and social helped elevate their employer presence and attract higher-quality talent.