Coca-Cola

I led the team at Ogilvy & Mather that was asked by Coca-Cola’s design excellence team to help re-position the brand for the 21st century. First, we re-designed the master brand (the one in the red can) and sugar-free brands, then helped launch Coke Zero, the first sugar-free cola marketed to men, and the company’s most successful new beverage in decades. We also proposed an online system for creating design mechanicals, which has saved the beverage giant hundreds of millions annually since its 2007 launch. Later on, I helped with a variety of brand development projects, campaign graphics, and system guidelines.