Scaling a Global Brand System

One brand, four regions, and a system flexible enough to let local teams work without asking permission.

A global identity had drifted into four local interpretations. Our job was to make the brand recognisable again without removing the regional flexibility teams depended on. We rebuilt the system in three layers and documented the decisions in the order people actually need them. Local teams received a component kit instead of a rulebook. Twelve months later brand consistency had improved across every region while local launch time dropped by a third.

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