When I arrived, each country had its own visual language, its own pace, its own interpretation of the brand. Eight markets pulling in eight directions. The challenge: build a system that unified them all, without silencing any of them.
As Senior Art Director & Design Manager, I led brand strategy, identity systems and campaign design across all 8 markets. I built the global template system from scratch - 100+ templates and guidelines that enabled every regional team to produce on-brand creative independently - and directed 3–5 international campaigns per year, briefing and mentoring a creative team of 4 while presenting brand strategy directly to executive leadership.
The result: one coherent global identity powering the work of 100+ team members, campaigns that generated 566,000+ petition signatures, and coverage in CBS, FOX, Reuters, BuzzFeed and The Guardian.
