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Creative Strategy
Date
May 2023
Situation: Refresh the brand identity for Markel and implement that branding across all channels and platforms with the goal of creating a new cohesive global brand.
Action: By partnering with an external agency, extensive industry insights and employee perspectives were gathered. Using that information, we created a new visual language, brand voice/tone, employer value proposition (EVP), and overall brand positioning. I developed a global system to generate new creative assets and led my internal marketing team to develop creative assets based on this branding.
Results: I led the development of comprehensive brand guides for marketers, agencies, and creative teams, as well as consistent use of one project management system, leading to global consistency across all platforms and channels.
