Overview

In 2018, Wondershare Technology had just gone public on the Shenzhen Stock Exchange and was entering a period of rapid global expansion. To attract and retain talent during this growth, the company needed a strong employer brand identity that could unify employees, signal cultural values, and appeal to prospective candidates across international markets.

As Lead Designer, I guided the creation and rollout of Wondershare’s employer brand experience, from campaign concept through design execution and large-scale production. My role included design leadership, vendor management, and cross-team coordination to ensure consistent storytelling across all touch-points.

Situation

Wondershare’s product brand was well-established, but its employer identity lagged behind. Recruiting talent in competitive markets like Vancouver, Shenzhen, and Changsha required more than compensation and product reputation. The company needed an employer-facing identity that could highlight its culture, creativity, and values in order to stand out and scale.

Task

My mandate was to create a unified employer brand that:

Communicated the company’s mission and values to prospective employees.
Strengthened employee engagement and retention through recognition and onboarding experiences.
Could scale globally across offices in North America and Asia.

Action

1. Establishing the Employer Brand Concept
Through workshops with internal teams, I gathered insights about what it meant to work at Wondershare. The outcome was a unifying campaign slogan — INSPIRE. — representing creativity, diversity, and inclusivity. A vibrant gradient system was developed to symbolize the variety of perspectives and talents within the company.

2. Designing the Brand Touch-Points
I led the creation of a complete identity system for internal and external use:

Recruitment channels: Updated LinkedIn and Glassdoor pages with new branding.
Employee kits: Designed onboarding and appreciation packages for employees, including branded apparel, stationery, and collateral.
Brand launch video: Produced a company-wide video featuring employees and campaign visuals to launch the new identity.

3. Leading Implementation
In addition to design, I managed production workflows with vendors such as Great Little Box Company, Lundy Print Co, and True North Screen Printing. I was responsible for budgets, timelines, and quality control, ensuring that 75+ initial kits met both design and production standards.

4. Scaling the Initiative
Following the success of the Canadian launch, I collaborated with HR and leadership teams in China to adapt and expand the campaign to offices in Shenzhen and Changsha.

Results

The employer brand campaign delivered meaningful cultural and business outcomes:

450+ employees received branded onboarding and appreciation kits across Canada and China.
Employer brand presence strengthened recruiting efforts and helped Wondershare reach its highest employee count to date.
Campaign visuals and messaging were adopted globally, supporting consistent storytelling across regions.

Reflection

This project highlighted the role design plays in shaping not just user experiences, but organizational culture and employee engagement. Leading the employer brand identity taught me how to balance creativity with operational leadership — from concepting a unifying vision, to managing budgets and vendors, to scaling an initiative internationally.

The key takeaway was the importance of designing for both emotional resonance and practical scalability. A strong employer brand is more than visuals — it becomes part of how employees connect with the company’s mission and how new talent sees themselves belonging.