INTERBRAND

Rethinking Brand, Content, and Marketing System

Turning a global brand system into a business growth platform

Client: Interbrand Global

Agency: Interbrand London

My Role: Experience & CX & UX/UI Design Director

Scope: Global Identity System, Digital Product Design, Marketing Ecosystem

Engagement Type: In-house strategic leadership, platform and content transformation

In Brief

1. The brand’s marketing wasn’t keeping up with its strategic ambition.
2. We uncovered fragmentation across content, tools, and identity.
3. I led the redesign of the entire marcom system as a unified growth engine.
4. We built platforms, campaigns, and IP that worked across teams.
5. The system drove $ 16.5M+ in revenue and strategic partnerships.
   

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1. Challenge

The brand’s marketing wasn’t keeping up with its strategic ambition.

Interbrand, the world-leading brand consultancy for 50 years, had strong brand equity but an outdated marketing system. It struggled to communicate its shift to consulting, IP services, and thought leadership.

Disconnected campaigns and a poor website hold back growth due to internal silos and misaligned identity tools.

2. Insight

We uncovered fragmentation across content, tools, and identity.

Internally, teams were duplicating efforts, working across disconnected platforms, and lacking shared standards.

Content wasn’t reusable, identity execution varied, and tools didn’t support cross-team collaboration. This made it difficult to consistently express the brand’s value and connect marketing to business impact.

3. Change

I led the redesign of the entire marcom system as a unified growth engine.

I led the strategic design and creative direction of a brand system and omnichannel content engine designed to unify tools, teams, and storytelling.

This included:
— A complete overhaul of the Interbrand website (IA, UX, modular product strategy)
— Best Global Brands campaigns across digital, activations, and Nasdaq events
— Arena Thinking: a scalable thought leadership ecosystem linked to IP services
— Scalable content systems that helped different business units turn shared insight into qualified leads and commercial growth.

4. Delivery

We built platforms, campaigns, and IP that worked across teams.

Each platform was designed to be modular, reusable, and consistent. Teams could now collaborate using shared standards and connected tools. Identity flexed across channels without breaking.

The system enabled joined-up storytelling, whether in strategy decks, social campaigns, keynote stages, or new business pitches.

Best Global Brands (2020–2023)

5. Impact

The system drove $16.5M+ in revenue and strategic partnerships.

Within a year, the new ecosystem generated over $16.5 million in revenue. Qualified leads increased by 32%, campaign revenue doubled, and traffic to high-value pages grew 2.5x.

The Arenas platform enabled partnerships with Google, IKEA, and Santander Bank. A brand system that scaled across teams and touchpoints.

$16.5M+ in attributable incremental revenue generated within 12 months

32% increase in qualified leads through Interbrand’s website

2.8× uplift in revenue from digital campaign channels

2.5× increase in traffic to high-value website sections

Ale

Shaping experiences that work for people, business, and systems.

© Alessandro Pascoli. All work shown represents my personal contribution while working with or for clients and agencies, and is shared for portfolio purposes only. All case studies are based on publicly available information or have been significantly modified to exclude confidential, proprietary, or commercially sensitive content. Any views or representations expressed do not reflect the official positions of the companies mentioned. Where required, explicit permissions have been requested or the case has been anonymised. This site uses analytics to understand aggregated visitor behaviour. No personal data is collected, stored, or shared.