One brand, nine markets

The problem

Nine markets had each localised the brand until little was shared but the logo. Two used a different typeface. Campaign assets could not be reused, so every market produced its own.

The cost was not the design work. It was that nine teams were producing the same campaign nine times.

What we did

An identity system with defined room to move: fixed type, colour and grid, local latitude on imagery and copy. Assets built once and configured per market.

Rollout ran market by market, smallest first, so the first mistakes happened where they cost least.