Bringing vision and cohesion to global brands
I help brands stay consistent and relevant across regions. I guide identity, expression, and systems that scale with meaning across markets and geographies.
HUGGIES® — Global Brand Identity System
A unified design vision to align a global system with regional needs.
Role: As Global Brand Design Lead, I partnered with a multifunctional team and best in class external agency partners to define Huggies’ core identity system. This work transformed the packaging design, photography direction, and brand expression principles, creating a cohesive brand language that scaled globally while allowing for local flexibility.
Outcome & impact: The system was adopted worldwide, strengthening brand recognition and improving the management and scalability of brand assets. It drove greater cross-market consistency across North America, Latin America, Southeast Asia, and Europe.
Global Design Management · Creative Direction · Visual Strategy · Brand Guidelines
