Kris Kinney
Kris Kinney
Branding – Creative – Marketing – User Experience

Showcase: Robert Half

 
 

Role:

Senior Digital Art Director, Manager

Duties

At Robert Half, I lead a team of digital/UX designers that designed, built, and continuously improved on our corporate website. I lead cross-functional integrated marketing campaigns and acted as the global brand steward for multiple lines of business and the master brand.

Additional duties were: regional brand management, video creative direction, advertising, multi-channel campaign management and creative leadership.

Highlights:

RobertHalf.com, Salary Guides, Global Branding, Corporate Videos

 
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RobertHalf.com

it wasn’t just a website, it was the future of the business.

We re-engineered how users interacted with our site, what they could do, how quickly they could do it and it all lead to generating revenue, more users, a higher rate of returning customers and increased brand awareness across all channels. Here are a few highlights of the types of projects that came through my team.

  • Logged-in User Expereince (LUX) – Personalized web experience for both employers and candidates

  • Accessibility & Usability – An emphasis on ADA compliance and AB testing site functionality

  • Job Search – A new, streamlined way for candidates to find work quickly and apply effortlessly

  • Candidate Search – Allowed employers to sort through viable candidates and shortlist interviews

  • Client Payment Portal – Re-engineered the way payments were processed for our Finance & AP teams

  • Calculators & Interactive Content – Built in-house to both help users find value and extract data insights

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Salary Guides

The largest integrated campaign at Robert Half was our annual Salary Guide thought leadership program. It consists of the printed guide used by staffing professionals in over 600 offices across America as well as international versions in multiple languages created for Europe, South America and Asia/Pacific regions. Content my team was responsible for creating included:

  • The Printed & Digital Guides

  • Hiring Trends Infographics / Social Media

  • Salary Centers (.com landing pages)

  • An Interactive Salary Calculator

  • Promotional Videos

  • Paid Digital & OOH Advertising

We were awarded the American Inhouse Design Award by Graphic Design USA for both the 2016 Salary Guide and 2017 Salary Guide campaigns.

All in all, we created several hundred components for each annual campaign. Once the launch was complete, we would take a deep breath then begin brainstorming concepts for next year.

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Global Branding

While at Robert Half, I acted as the primary brand POC for international teams and worked closely with the Creative Director and other Art Directors to manage, evolve and implement the brand. Managing multiple lines of business and the overarching ‘master brand’ meant the brand guidelines served as a blueprint for internal teams and agencies to work on consistent brand collateral regardless of channel or region. Brand content I documented and evolved overtime included:

  • Web UI Patterns & Design System

  • Typography, Photography, & Iconography

  • Messaging & Positioning

  • Values, Mission, Vision Statements

  • Collateral Master Design System

  • Regional & Line of Business Appendixes

Corporate Videos

Part of creative leadership is building partnerships across the organization. I established a strong collaboration between my team and an internal video department to ensure branding was top of mind, give creative direction and maintain a strong working-relationship between our two teams. I also took point when working with agencies or external vendors to review outsourced videos, often with executive or director stakeholders. Here are a few examples of successful video projects I was responsible for.