USAA HR Marketing – Eleazar Hernandez

Mission Moments That Matter: Building a Scalable Visual System to Recruit Purpose-Driven Talent at USAA

Collaborated with Koresh Dance Company on a fast-paced project to promote a five-night festival celebrating Philadelphia's rich and diverse artistic landscape.

Deliverables: Visual strategy, communications system, creative direction, art direction, campaign architecture, storytelling frameworks

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USAA HR MARKETING: MISSION MOMENTS MATTER
Visual Communications System to Attract Purpose-Driven Talent

USAA’s HR marketing campaign—originally rooted in Employer Value Proposition messaging developed pre-pandemic—had grown static in a rapidly evolving talent market. With increased competition, selective candidates, and shifting workplace expectations, USAA needed a more dynamic, inclusive, and purpose-forward strategy to stay relevant and competitive.

The Challenge:
Evolve the talent acquisition brand to resonate with today’s workforce, showcasing USAA’s purpose-driven culture and building a pipeline of top, diverse candidates across active, passive, and military-affiliated audiences.

Our Strategy:
Anchor the visual communications strategy in a single powerful idea: Mission Moments. These are the real, emotional, and impactful moments USAA employees experience in service to members. They’re what make the job more than a job… they make it a mission.

To bring this to life, we created an integrated system that highlights authentic stories, celebrates diverse career paths, and unifies creativity across print, digital, social, and environmental touchpoints.

Solution
I led the development of a modular visual system and storytelling framework designed for scale. This included:

A visual identity that builds on USAA’s core brand but speaks directly to employee experience and career purpose
Story-driven layouts showcasing real employees, paired with documentary-style photography
A message hierarchy that balanced employer value propositions with mission-forward emotional appeal

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We designed with flexibility, allowing recruiters and internal teams to adapt content while preserving the system’s integrity. Each layout, headline, and color decision reinforced a culture of collaboration, trust, and purpose.

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Impact
The new system provided USAA HR Marketing with a refreshed voice and identity—one that could evolve with their hiring needs and speak powerfully to a new generation of candidates. By connecting job roles to real member impact, we positioned USAA not just as an employer of choice, but as a place where careers make a difference.

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