Our team was engaged to help the Federal Reserve Bank of Richmond create the model for the 12 bank system of the Federal Reserve. The job was to articulate what makes working at the Fed desirable. Our research showed that the majority of people, including PHD candidate economists, see the Fed as a monolithic government job. Many believe that the nations gold is stored in the basement. This perception is far from the truth.

Our team engaged with senior leadership to design a process to discover what would motivate young professionals to overlook the compelling international bank brands, and choose a career at the Fed.

In the end where we landed was the concept of being in the game. Actually taking part in the process that keeps America’s economy in balance. Rather than going to a global bank and sitting on the sidelines and watching what the Fed was going to do next.

This hypothesis was validated with internal and external stakeholders, from the janitorial staff to the lead economists, to the press and banking constituents. Everyone can engage with the idea that if you work at the Fed, you are At Work for America’s Economy.

We put some icing on the cake with the design of a new logo and brand personality. The iconic skyscraper that dominates the Richmond skyline became the symbol for this dynamic recruiting platform.