Launched a digital-first brand visual refresh project to reflect a new global business strategy. The new visual expression includes looking into components that are not working and needed to be improved upon, assets to be updated, identifying items that are no longer relevant, and adding new ones. Led this in-house effort by creating a cross-department Design Review Board, interviewing stakeholders on challenges, identifying a unique brand personality and architecture, competitors review, design concepts, production, and training.
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