UPS Brand Identity
I lead and contribute to the evolution of UPS’s global brand identity, ensuring consistency, clarity, and relevance across customer-facing touchpoints. My work spans the development and stewardship of core brand systems, including visual guidelines, motion language, illustration and iconography, and photography. I partner closely with internal teams and external agencies to modernize the brand while protecting its equity. In the work below, my contributions include design, strategy, project management and/or art direction.
Led the brand refresh for 2024 which includes art direction, agency management, and Internal stakeholder management.
2023 and 20245 UPS Photoshoots
I led and supported UPS’s 2023 and 2025 photography shoots, shaping the creative strategy to ensure the imagery authentically reflected our customers, services, and brand values. My involvement spanned concept development, art direction, and collaboration with agency partners to create a cohesive, modern visual system that could scale across channels. These shoots resulted in a versatile library of on-brand photography designed to support global marketing, storytelling, and long-term brand consistency.
Illustrations and Iconography
In collaboration with an Agency, I helped define a new illustration and iconography style for UPS, establishing a cohesive visual system that aligns with the core brand identity while enabling expressive, scalable storytelling across customer-facing communications. After the initial art style was defined, all new illustrations and iconography were created in-house.
Motion Language
I led the development of UPS’s motion guidelines, partnering with internal stakeholders and agency teams to define a cohesive motion language that translates the brand’s values into consistent, scalable animation behaviors across touchpoints.
