One Martin Marietta: Unifying a Workforce Through Brand

Project Overview

As part of a collaboration with WTW, I led the creative direction for an internal brand refresh at Martin Marietta. The goal: to develop a cohesive visual system that brought their employee experience to life—from recruitment to onboarding and beyond.

The Challenge

Martin Marietta, a leading supplier of building materials, needed to unify its internal communications. Disconnected messaging, inconsistent visuals, and a lack of emotional resonance made it difficult to inspire new hires and align employees across departments.

The Strategy

Our solution centered around the idea of “ONE”—a message of unity, belonging, and shared purpose. I developed a scalable visual identity and campaign that celebrated Martin Marietta’s people-first values while modernizing the onboarding experience.

Creative Execution

I delivered a comprehensive suite of branded assets tailored to the employee journey:

Recruitment Posters – Visually impactful messaging to attract top talent
New Hire Folders – Thoughtfully designed materials to welcome new employees
Internal Storytelling Assets – Visuals that humanized the brand from the inside out
Portal UI Elements – Directional design for a new employee engagement platform
Video Concepts – Partnered with internal teams to shape the tone and creative look of onboarding media

Results & Impact

The success of the visual system led to expanded creative across Martin Marietta’s employee portal and video onboarding platform. What started as recruitment material became a cultural anchor—one that made new employees feel like part of a bigger story from day one.

“This new brand framework gave our employees a sense of belonging and pride from day one.”
— Internal Communications Lead, Martin Marietta

Project Scope

Role: Lead Designer, Creative Director
Agency Partner: WTW (Willis Towers Watson)
Disciplines: Visual Identity, Print Design, Digital Design, Storytelling