WPP transitional brand system
Scope
Visual direction
Digital communications
AI brand guidance
Year
2025
As WPP moved into a new phase under new leadership and a growing focus on AI, the existing identity no longer reflected the direction the company was moving toward.
I led the design direction for an interim visual system that helped the brand communicate through this period of change. The work evolved existing WPP assets across campaigns, digital experiences and internal communications.
The same system logic later informed an internal Brand Agent, designed to make brand guidance easier for global teams to access and apply.
Visual direction
I kept the parts of WPP people already recognised, and focused on making the system feel lighter, clearer and easier to adapt.
The older sphere treatments felt too heavy for the kind of digital and AI-led work the brand needed to support, so I pushed them into a more transparent, flexible direction.
Layouts became more structured and content-led, using frames, collage and clearer hierarchy to support work, agencies and campaigns.
Dot patterns helped suggest data, AI and digital layers while staying connected to the circular logic already present in the WPP identity.
Scaling the system through AI
As the brand system expanded, the next challenge was making it easier for teams to apply it consistently across formats, channels and markets.
The internal Brand Agent was designed around approved rules, assets and common use cases, helping teams understand how to apply the identity, which resources to use and when work needed further review.
The tool extended the system into a practical support layer, helping teams make faster and more consistent brand decisions across campaigns, digital platforms and internal communications.
