Western Union Brand Refresh

Brand System Development

As Lead Designer on the Western Union brand evolution, I helped translate strategic direction into a cohesive, flexible, and scalable visual system. Working within the global brand team, I helped develop design guidelines and production-ready assets that supported consistency across digital, print, campaign, and motion touchpoints.

The refreshed identity introduced a bold graphic language built around clarity, modularity, and strong brand recognition. A signature angled shape became a key visual device, supported by a structured grid, updated typography, and flexible layout principles that could scale across regions and formats.

Motion System & Video Direction

I collaborated with other motion designers to extend the refreshed brand into animation and video. I helped define motion principles and art-directed logo behavior, typography movement, transitions, and pacing to keep the brand expression consistent across digital channels.

Brand System in Figma

I built a modular Figma library with reusable components and templates for campaigns, digital banners, social assets, and print layouts. The library gave internal and external teams a shared starting point for applying the refreshed brand.

For Google UAC, display advertising, and web banners, I developed template families across sizes and aspect ratios, giving designers a repeatable structure for campaign adaptation.

I worked on templatizing static banners for Google UAC, Display and various web banner sizes and aspect ratio to have the consistent look and feel.

Out of Home — Wild Postings.
I contributed to the concept and execution of wild-posting layouts, using typography, photography, repetition, and rhythm to translate the refreshed identity into street-level campaign visuals.

Merchandise & Physical Touchpoints.
I adapted the identity for merchandise and physical touchpoints, working through color, symbol placement, and scale to keep the brand recognizable across different surfaces and formats.

Out of Home — Billboards & Transit.
I adapted campaign layouts for billboards and transit placements, refining hierarchy, typography, and composition for quick recognition at a distance.