Interbrand
From Strategy to Screens: Rethinking Brand and Marketing Systems.
Client: Interbrand Global, US
Agency: Interbrand London
My role: Experience Design Director · Product & UX Design Director
Co-led the transformation of Interbrand’s global marketing ecosystem to position the brand as a business growth platform.
Directed identity, digital experience, and strategically aligned content that drove significant lead generation and multimillion-dollar revenue growth.
1. Challenge
Evolving a brand powerhouse for a digital-first world.
Interbrand needed to reposition itself beyond branding as a strategic consultancy and thought leadership platform.
Our challenge: create a unified marcom ecosystem that connects its thinking to business outcomes and revenue growth.
2. What We Did
A strategic redesign of platforms, campaigns, and IP.
I partnered with C-suite leaders to co-design and direct a global marcom system, including the Interbrand website, Best Global Brands campaigns, and the Arena Thinking ecosystem. This included effective content marketing strategies that transformed key business offerings.
My role: Creative and Digital Direction.
I led strategy and execution across CX and UX, product design, and identity. I mentored teams, improved internal processes, and helped activate the brand worldwide across digital platforms and IP services.
Interbrand Website (2021–2024): Directed IA, UX, and product development to create a modular, strategic platform.
Best Global Brands (2020–2023): Directed campaign assets, event experiences, and reports that amplified the brand globally.
Breakthrough Brands (2023): visual identity and marketing campaigns direction and implementation.
Arena Thinking Ecosystem: Co-created and launched a thought leadership platform aligned with services, resulting in both visibility and commercial impact.
Syndicated Content Marketing Programs: Helped reposition business units and crafted scalable campaign content that converted insight into revenue.
3. Outcomes
Multimillion-dollar growth, brand visibility, and lead generation.
This work also generated strategic partnerships with Google, IKEA, and Santander Bank, further expanding the commercial value of the Arena Thinking Ecosystem.
$16.5M+
INCREMENTAL REVENUE IN 12 MONTHS
32%
INCREASE IN QUALIFIED LEADS VIA INTERBRAND’S DIGITAL PROPERTIES
2.8x
UPLIFT IN DIGITAL CAMPAIGN REVENUE
2.5×
INCREASE IN TRAFFIC TO RELEVANT CONTENT AND OFFER PAGES
4. My Insight
Design doesn’t just express value, it drives it.
This work demonstrated that when platforms, campaigns, and IP are integrated as a cohesive ecosystem, they not only convey a brand’s message but also translate it into measurable business impact.
Ale
