Lightspeed Brand Refresh

To tackle a brand revamp at this scale, our Group Creative Director and I restructured the global design org into focused teams across Typography, Graphic Devices, Colour, Illustration, and Application. Working across multiple timezones became an advantage rather than a constraint. We ran asynchronous design workflows where each team picked up where the last left off, with clear communication, designated team leads, and non-destructive file practices that kept every exploration visible and available for cross-pollination.

My most critical role was cutting through the noise, tracking progress across all teams and identifying which directions had the most potential. Getting the best outcomes meant knowing when to back a decision and hold the line through multiple rounds of stakeholder presentations and feedback. The final guidelines weren't handed down; they were stress-tested, refined, and stretched until they genuinely served the brand.

With approvals secured, the team built out a comprehensive set of guidelines covering graphic devices, colour, typography, and more, designed to be usable by designers and non-designers alike. We also used the opportunity to overhaul our existing brand assets, updating logos, icons, and media files to align with the new direction, making the guidelines accessible both internally and externally.