The Opportunity
Under VP of Design David Butler's guidance, Coca-Cola needed fresh global visual directions to refresh consumer touchpoints worldwide. The world's most recognized brand sought new creative approaches that could revitalize its visual presence across billboards, vehicles, packaging, and environmental installations — while staying true to its iconic identity.
My Direction
I developed two parallel visual directions at Ogilvy's Brand Integration Group. Direction 01: Coke-Animal World introduced whimsical creatures constructed entirely from Coke bottle silhouettes — a playful universe that transformed the iconic bottle shape into a cast of imaginative characters, including a giant swan billboard installed in Times Square. This direction deployed across billboards, buses, and coolers for maximum street-level impact.
Direction 02: SketchVibe World took a contrasting approach — hand-sketched aesthetics that brought warmth and approachability to the brand. This direction was applied across cans, letterhead, wall murals, transit lightboxes, coolers, and vehicle wraps, creating an organic visual language that invited consumer engagement. Both directions were deployed across international markets worldwide.
Tools & Methods
Results
Direction 01 — Coke-Animal World: Billboards & OOH
Direction 02 — SketchVibe World: Hand-Sketched Applications
Deliverables
- Visual Design Directions
- Billboard & OOH
- Vehicle Wraps
- Packaging
- Stationery & Collateral
Methods
- Visual Direction Development
- Brand Integration
- Illustration Systems
- Touchpoint Mapping
Team
Ogilvy Brand Integration Group. I served as Senior Designer — developing both visual directions, creating illustration systems, and designing applications across all consumer touchpoints.