Western Union Brand Refresh

Brand update

As the Lead Designer on the Western Union brand evolution, I was responsible for translating strategic direction into a cohesive, flexible, and modern visual system. Working within our global brand team, I developed scalable design guidelines that ensured consistency across print, digital, and motion.

We introduced a bold graphic language rooted in clarity and modularity — creating a recognizable system that empowers both designers and marketers across regions. A signature angled shape became the foundation of the identity, paired with a strict grid system and typographic structure.

Brand System in Figma

To support global rollout, I created a modular design system in Figma, organizing reusable components for campaign templates, digital banners, social assets, print, and video. This system significantly accelerated design workflows across internal and external teams.

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.

Logo Animation and Video Example

I collaborated with motion designers to extend the brand system into animation. I defined motion principles and art-directed the integration of logo behavior, typographic movement, and transitions to maintain a unified visual tone across channels.

Out of Home — Wild Postings.
I contributed to the concept and execution of out-of-home formats, applying the new brand language to dynamic layouts and real-life contexts. This included typographic systems, photo direction, and visual storytelling through repetition and rhythm.

Merch.
I supported the application of the identity system on merchandise — ensuring color fidelity, clarity of symbol placement, and relevance across global markets. These tangible brand touchpoints helped amplify recognition and engagement.

Out of Home — Billboards/Bus Stops.
I adapted the system to large-scale placements, focusing on visual impact, accessibility, and storytelling. These executions showed how the brand identity could flex for both mass-market communication and personal narratives.