YangShan (Sandy) Chou

Wawa Employment

 

 

Wawa Employer Hiring Rebrand

 
 

TEAM
Group Creative Director - Design
Brian Barto

Associate Creative Director - Copy
Doug Hales

Senior Project Manager
Amanda Saienni

Senior Designer
Tabita Petre

Designer
YangShan (Sandy) Chou

BACKGROUND
In 2023, Wawa reinvigorated the website with the refresh to implement a new CMS; Amplience. Along with the Wawa website rebrand, they launched the employer brand guide and needed a comprehensive redesign of the Wawa career website, store signages, and social event posts to create compelling content, creative work, and communications for current and prospective associates.

THE BRIEF
With the new employer brand guide, we aim not to create something “brand new.” Instead, it’s a thoughtful extension of Wawa’s overarching brand and existing brand guidelines; it gives us a clear direction for designing and building Associate-facing content. The deliverable includes in-store signages, prints, and social media posts such as Meta events, IG stories, and Snapchat Ads.  ‍

 
 
 
 

Design System

TYPOGRAPHY

Typefaces

Font Styling

 

COLOR

Brand Palette

Usage: Accessbility

 
 

PHOTOGRAPHY

Optimism, authenticity, + community
I was involved in employer photoshoots. We selected suitable models with proper dress codes to represent Wawa employers. We aim to capture optimism, authenticity, and community during the photoshoot. We capture this using a mix of traditional portraits and images showing genuine human interaction.

Authentic – The Associate portraits capture the energy and vibe of each person within a genuine interaction or situation.

Real – The portraits should be a direct reflection of the diverse range of current and prospective Associates that make up the Wawa community. When shooting or choosing images, be sure to feature inclusive people and representative of all races, ethnicities, genders, ages, abilities, dress, and cultures.

 
 

Final Employer Hiring Designs

 

EVENT POSTER
Finished Product Size: 11” W x 17” H