INDUSTRY
ROLE
DELIVERABLES
TIMEFRAME
CHALLENGE
MY ROLE
IMPACT
PROBLEM
A campaign visual that resonates in Dubai may feel culturally wrong in Lagos, Seoul or Istanbul. The goal was a system that feels like the same brand everywhere, without having to look identical everywhere.
THE SOLUTION
AEMEA is not one market. It is many markets that happen to share a reporting structure.
A regional identity layer that sits above local and below global. Standard brand architecture jumps straight from global to local: global guidelines are too rigid to adapt, and unguided local execution is too variable. A regional layer with its own colour emphasis, photography style and typographic tone gives local teams a closer reference point without opening the entire global system to reinterpretation.
MATURITY MAPPING FIRST
Before any visual work, I mapped AEMEA markets by brand maturity, from low-awareness markets where Hershey's needs basic recognition to high-loyalty markets where it needs deeper emotional connection. That mapping set up a two-layer system: a regional identity for consistency, plus documented parameters for local execution.
MODULAR TEMPLATES
Instead of briefing every market on every campaign, the templates pre-resolve the design decisions: layout, hierarchy, copy placement, format adaptation. Local teams customise within the system instead of starting from a blank brief, and the same campaign runs coherently across digital, print, OOH and events.
BUILT FOR REAL TEAMS
Many regional systems assume creative and production resources that smaller markets do not have. So every template works in standard office software as well as professional design tools.
RESULTS
Between global guidelines and local execution there is usually nothing. This system fills that gap.
