My Approach

As Global Brand Design Supervisor at UPS, I led the development and execution of high-visibility brand initiatives across international markets. My approach centered on building scalable design systems, enforcing brand consistency, and elevating visual communication across digital, print, and environmental touch points. I worked closely with cross-functional partners across marketing, operations, and global agency teams to deliver solutions that were both strategic and visually compelling.

Vision and Innovation

UPS operates at a massive global scale. My focus was to modernize how the brand showed up across markets while honoring its legacy. The vision was to strengthen visual coherence, improve accessibility, and create flexible systems that could adapt to diverse audiences, languages, and cultural norms. The goal was to make UPS communications clearer, more unified, and more relevant in a rapidly evolving logistics landscape.

That meant owning the work at every level. From global brand governance to the creative direction of flagship campaigns, I was the through line between brand standards and real-world execution.

The Creative Challenge

Brand management at UPS scale comes with specific complexities:

• Maintaining strict governance across hundreds of international markets

• Supporting regional teams with varying levels of design capability

• Updating legacy materials without disrupting existing workflows

• Scaling assets for digital transformation across e-commerce, mobile, and internal systems

• Translating major IP partnerships and sponsorship activations into on-brand, production-ready creative

Resolving Complex Problems

I supervised the creation of updated brand guidelines, visual frameworks, and design templates that improved clarity and accelerated production timelines across the organization. I provided creative direction and agency review to ensure quality and consistency at every touch point.

For the "Be Unstoppable" campaign, I developed visual assets and branded content that reached millions across international markets, reinforcing brand equity and aligning enterprise messaging across digital, print, and environmental platforms.

For the Star Wars x Disney vehicle wrap program, I translated cinematic IP into brand-integrated creative assets, producing work that became a flagship example of co-branded storytelling within UPS's global fleet strategy.

For the Atlanta Open sponsorship, I designed high-impact merchandise and ensured consistency across all touch points, empowering over 1,500 internal teams and vendor partners with scalable, on-brand systems.

User-Centric Design

Whether the end user was a global marketing partner, an internal UPS team member, or a customer, the design standard didn't change. Every asset was built for clarity, simplicity, and accessibility. Easy to understand, easy to implement, and culturally adaptable. This approach improved the usability of brand materials and empowered teams worldwide to communicate more confidently and consistently.

Deliverables and Systems

Global Brand Guidelines: Redefined standards for typography, color, imagery, iconography, and layout across digital and print environments.

Template Systems: Built scalable templates for marketing, operations, HR, and enterprise communication teams to ensure on-brand execution worldwide.

Campaign Direction: Assisted in the visual execution for "Be Unstoppable" across international markets, the Star Wars x Disney vehicle wrap program, and the Atlanta Open sponsorship activation.

Internal Communication Toolkits: Improved clarity and consistency in employee-facing visual communication, supporting culture, training, and engagement initiatives.

Digital Asset Modernization: Built updated design systems supporting UPS's digital transformation, including mobile and e-commerce experiences.

Accessibility and Optimization

All assets and guidelines were created with clarity, accessibility, and technical optimization in mind. Standards included WCAG-aligned color use, clear hierarchy, and responsive layouts. Templates were optimized for various software environments to ensure smooth use across regions, regardless of technical constraints.

Conclusion

My work at UPS strengthened one of the world's most recognizable brands by modernizing its visual systems, directing high-profile campaign and partnership activations, and building tools that scaled across hundreds of markets. This project reflects my ability to lead brand transformation at an enterprise level, collaborate across complex organizations, and deliver design solutions with measurable, lasting impact.