For Spring/Summer 2020, I developed a global brand style guide that brought agency-created seasonal concepts to life across markets worldwide. The project centered on transforming high-level creative direction into clear, practical guidelines that markets could follow to create locally relevant materials while staying true to the brand vision. My role bridged the gap between the agency's creative vision and the practical needs of our global teams, ensuring everyone had the tools to create materials that felt distinctly on-brand for the season.

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I built the style guide from the ground up, detailing everything from the season's narrative themes to specific font usage, visual styling, and photography requirements. My work focused on selecting graphics that enhanced our seasonal storytelling and creating example templates that showed markets exactly how to adapt the guidelines for their social media and advertising needs.

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The final guide gave markets a blueprint for executing Spring/Summer 2020 campaigns, with real-world examples showing how to apply the seasonal elements across different types of content and platforms.