Bringing vision and cohesion to global brands
I guide identity, expression, and creative tools that scale with meaning across regions and geographies.
I help global brands stay consistent and emotionally engaging across regions. From identity systems to overlooked details like photography, I make sure every element feels clear, relevant, and true to the brand.
HUGGIES® Global Brand Identity
Led global alignment of the HUGGIES® identity, developing a comprehensive brand guideline system adopted by regional teams worldwide.
Design Challenge
How might we ensure a global brand like HUGGIES® remains consistent across regions—while still feeling culturally relevant, emotionally engaging, and unmistakably itself?
Approach
My approach to brand stewardship blends strategy, structure, and creative vision. For HUGGIES®, that meant going beyond consistency to create deeper alignment—building identity systems that scale, clarifying visual priorities, and elevating overlooked assets like photography and tone of voice. I collaborated with global and regional teams to shape guidelines that brought unity without rigidity, allowing the brand to resonate locally while staying true to its core.
Outcome
A strengthened global identity system that brings clarity, flexibility, and warmth to every touchpoint—empowering teams across regions to activate the brand with confidence, and helping HUGGIES® remain trusted by parents worldwide.
Project Snapshot
Client: HUGGIES®
Project Type: Global Brand Design
Role: Global Design Management, Creative Direction
Project Scope: Identity Systems / Visual Strategy / Brand Guidelines / Global Alignment / Storytelling
From System Definition to Ominchannel Brand Experience
My approach is holistic—connecting every asset, from color and typography to sound and storytelling, into a cohesive system. These visuals showcase how I shape both the fundamentals and the future of a brand, building recognition today while imagining the full brand experience of tomorrow.
A future-facing look at omnichannel brand expression—imagining how innovation, storytelling, and design come together to shape a meaningful and emotionally rich brand experience.
HUGGIES® Global Photography Direction. How might we evolve HUGGIES® photography from static product imagery to emotionally rich, globally consistent storytelling?
Created the brand’s first global photography brief and visual style guide—elevating everyday photography into a core brand asset and emotional differentiator.
