Brand Management

PROJECT: Centrical Brand Refresh
ROLE: Creative Lead
RESULT: +13% site conversion, global design system implemented, reduced time to market by 33%

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The Challenge

Centrical’s brand lacked consistency and clarity across global touchpoints, leading to inefficient design processes, weak brand recognition, and a fragmented web experience.

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The Role

As Creative Director, I led the rebranding effort end-to-end. I managed freelancers and contractors, collaborated cross-functionally with demand generation, product, and exec leadership, and introduced a global brand ambassador program.

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The Process

• Conducted a brand audit across 150+ assets

• Developed a scalable design system in Figma and rolled out documentation

• Led stakeholder workshops to align on tone, message, and visual direction

• Partnered with the Demand Gen team to redesign high-converting web pages

• Created feedback loops with regional marketers via brand ambassadors

 

The Outcome

• +13% web conversion increase within 3 months

• 33% faster campaign turnaround thanks to reusable templates

• Design team satisfaction and clarity improved (internal CSAT rose by 40%)

• Unified global brand presence across North America, EMEA, and LATAM