CREATIVE DIRECTION / STRATEGY / BRANDING

TSMC Arizona Employer Branding

Employer Branding

TSMC started construction of a new fab in Phoenix, Arizona in 2021 and began ramping up production in 2024. Although TSMC has major prestige as an employer in Taiwan, they needed to establish a strong employer brand in the U.S. in order to beef up recruiting and keep up with an increasing demand for semiconductor manufacturing for clients like Apple, NVIDIA, and more. I sought to create a sub brand, or an employer brandthat’s specific to TSMC’s Arizona location, stands out amongst recruiting competition, and appeals to entry level and non-degree candidates.

TSMC Arizona wanted to not only reach Engineer graduates, but also appeal to local candidates with no degree who might be working in retail, fast food, etc., and help them realize how they can begin a real professional career.

Strategy + Concept

Positioning Statement

Employees at TSMC Arizona have the rare opportunity to shape the world’s most advanced and pervasive semiconductor technology. In a culture built around inspiration and collaborative problem-solving, they gain constant learning, a sense of purpose, and the chance to build lasting careers from the ground up.

Creative Positioning

Make a future. Make the future.

TSMC Arizona is a place where people can redefine their life path and build a stable, growing career shaping the world’s advancing technology.

Tone

professional, clean, confident
light
local Arizona appeal
cool factor, fun, youthful
poppy and bright
friendly and approachable

Key Elements

images of people, mostly young
circles and lines, semiconductor symbolism
“A path forward”
a light not to U.S. backing

Insights

primary: A career that’s good for you
secondary: a career that’s good for the world
eye-catching, hip, to stand out at events
opportunity to improve social: event-to-online user journey
real-world impacting, future-proof work. Apple, NVIDIA, more

Concept

A PATH FORWARD

Working at TSMC Arizona offers a clear upward trajectory. It is a path forward, a journey that supports career growth while also contributing to broader progress.

Concept Activation

“A Path Forward” goes hand-in-hand with Arizona’s rugged landscapes, public lands, and strong outdoor and hiking culture, which makes TSMC potentially attractive for young candidates.

Design

Logo

I added an “Arizona” byline to the text only version of the corporate logo.

Colors

Created a spinoff of TSMC’s corporate color palette by adding beige, dark red, pink, and a gradient. These additions create a bit of warmth to complement the landscapes of Arizona while still maintaining pop.

Photography

I created photography moods for both portraits and Arizona landscapes.

Print

I designed flyers, outdoor, and a large banner for campus events. The look and feel features circles on a grid, design elements that symbolize technical semiconductor manufacturing.