Evolving Brand Identity Systems
The first round of ads did the job technically.
But they lacked clarity.
Too many elements.
Too much copy.
Not enough inspiration.
So I pushed the work further.
As the visual and brand identity system evolved, the clutter disappeared and the ideas became clearer. The typography sharpened. The imagery carried more weight. The layouts gave the message room to breathe.
What started as a functional system gradually became something more distinctive.
A brand language that could stretch across formats—print, digital, outdoor, and social—while still feeling unmistakably the same.
Because a good identity system doesn’t just organize the work.
It makes the work feel alive.
My team took the lead on generating future-proof ads that celebrated the brand yet could adapt to local market needs. The following units were created by my team at McCann New York.
The creative really began to shine as we evolved the campaign to incorporate a brand partner, World Food Programme, infusing passion + purpose into the work.
At Microsoft, my team led several initiatives geared toward broad audiences. These digital campaigns often involved MSN.com content hubs, Xbox, & Windows Ads-In-Apps.
