My Approach

As the Global Brand Design Supervisor for UPS, I led the development and execution of high-visibility brand initiatives across international markets. My approach centered on building scalable design systems, ensuring brand consistency, and elevating visual communication across digital, print, and environmental touch points. I collaborated closely with cross-functional partners, including 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, and my team’s focus was to modernize how the brand showed up across markets while honoring its legacy. Our vision was to strengthen the brand’s visual coherence, improve accessibility, and create flexible systems that could adapt to diverse audiences, languages, and cultural norms. We aimed to make UPS communications clearer, more unified, and more relevant in a rapidly evolving logistics landscape.

Global brand execution at UPS comes with specific complexities:

• Maintaining strict brand governance across hundreds of markets

• Supporting regional teams with varying levels of design capability

• Updating legacy materials without disrupting existing workflows

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

• Balancing innovation with operational practicality was a key part of the challenge.

Resolving Complex Problems

To meet these challenges, I supervised the creation of updated brand guidelines, visual frameworks, and design templates that improved clarity and accelerated production timelines. I provided creative direction and review for global agencies, ensuring quality and consistency. Our work eliminated inefficiencies, reduced off-brand materials, and strengthened UPS’s visual presence across every touch point, from enterprise communications to customer-facing marketing.

User-Centric Design

Our design decisions were grounded in user needs: whether the “user” was a global marketing partner, an internal UPS team member, or a customer. We prioritized clarity, simplicity, and accessibility, ensuring that assets were 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 effectively.

Detailed Pages and Features

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

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

Campaign Adaptations: Provided creative oversight for multi-market campaign rollout and ensured localized assets stayed aligned with global brand direction.

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

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

Accessibility and Optimization

To support global adoption, all assets and guidelines were created with clarity, accessibility, and technical optimization in mind. We implemented standards for 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 as a Global Brand Design Supervisor at UPS strengthened one of the world’s most recognizable brands by modernizing its visual systems, improving global consistency, and empowering teams with tools that scaled across markets. This project highlights my ability to lead brand transformation at an enterprise level, collaborate across complex organizations, and deliver design solutions that create measurable impact.