WPP brand refresh and global rollout
Client
WPP
Services
Brand Identity, Art Direction, Digital Design, Motion Design, Social Assets, Environmental Graphics
Year
2023
WPP is a global leader in communications with over 100 offices worldwide. The goal was to evolve their brand identity to be more modern, inclusive and adaptable across diverse markets and channels.
Working closely with senior leadership and cross-functional teams, we shaped a design system that balances consistency and flexibility, helping local teams express the brand confidently while keeping a cohesive global image.
The new system covers visual guidelines, typography, motion design, social media and environmental applications, creating a cohesive experience across digital and physical spaces.
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.
