30. HOWRY DESIGN ASSOCIATES
“Xoma is a longstanding, Bay Area biopharmaceutical company that was having trouble finding new people with the right kind of energy,” says Jill Howry of Howry Design Associates. “They wanted to attract 25- to 45- year-olds who are upbeat and energetic.” Because the first question potential employees ask is about location, the cover of Xoma’s recruiting catalog features an arresting visual: an aerial shot and white arrow to show just how close the company is to downtown San Francisco.

Howry used stories about current employees and their passions to attract others. Photos in relaxed settings are joined with whimsical recollections of their early interest in science and how this translated into a career at Xoma. Center spreads give information about the company and its work environment, and feature fullbleed images of quintessential lab settings. The brochure closes with faces of all the people who work at Xoma, lifted directly from their employee badges.

The friendly, welcoming attitude of the piece is enhanced by the informality of a tabloid self-mailer. According to Howry, “We wanted it to feel newsy, like we were sharing the inside scoop.” Laurel Saville