Redefining WPP’s identity
WPP
Client
Brand identity, digital and print design
Services
2023
Year
WPP is a global leader in communications, with a presence in over 100 offices worldwide. The challenge was to evolve their brand identity to reflect their vision for the future — modern, inclusive, and adaptable across diverse markets and media.
Collaborating closely with senior leadership and cross-functional teams, we developed a design strategy that balanced consistency with flexibility, enabling local teams to confidently express the brand while maintaining a cohesive global image.
This strategy informed all brand elements — from visual guidelines and typography to motion assets and environmental graphics — creating a system that supports WPP’s mission and drives engagement across digital and physical touchpoints. The result is a brand identity that is bold, purposeful, and built to grow with the company’s evolving needs.
Key elements of WPP’s brand identity, designed to ensure the brand feels unified yet adaptable across global markets and cultural contexts.
Emails: I've designed modular email templates with a focus on responsive layouts, accessibility and clear visual hierarchy, maintaining brand consistency while empowering global teams to deliver seamless communications.
Iconography: designed for scalability across digital, print and environmental touchpoints.
Illustration system: a flexible dual-style illustration system blending abstract and narrative visuals. Geometric shapes convey innovation and inclusivity, creating adaptable assets that enrich WPP’s storytelling across print and digital platforms.
Digital collaterals and social media: a range of dynamic templates and visuals were designed for campaigns, motion graphics and social media. These assets ensured a cohesive brand presence while engaging diverse audiences across platforms.
A comprehensive set of guidelines designed to ensure consistency, clarity and creativity across WPP’s global platforms.
