For over a century, Michelin has been synonymous with mobility and culinary excellence. Now, this global leader in tires and hospitality guides sought to create a fresh employer brand to attract the next generation of talent. Rather than relying solely on their iconic Michelin Man mascot, the company chose to deconstruct its familiar elements into a bold new visual language while maintaining brand recognition through their established colors and typography.

Central to this reimagined employer brand was "The Wheel" - an interactive digital sculpture that elegantly illustrated Michelin's interconnected business units. This innovative visualization helped potential candidates understand the company's diverse operations and how they work together cohesively.

The new employer brand strategy was implemented across internal communications and recruitment channels, anchored by an engaging microsite. This digital platform offered candidates deeper insights into Michelin's rich heritage and contemporary operations, effectively bridging the company's storied past with its dynamic future.