Evolving Brand Identity Systems
The first round worked. It just wasn’t sharp enough.
I simplified the system, tightened the typography and let the imagery do more of the work.
The result was a cleaner visual language built to hold together in print, digital, outdoor and social.
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.
