The Rebrand.
How do you reposition a global brand to feel more progressive, confident, and relevant in a rapidly evolving OOH landscape?
Overview
I Led the full rebrand of JCDecaux OneWorld, the company’s global international sales and marketing division, from concept through to rollout.
The project repositioned OneWorld as a more progressive, future-facing brand aligned with JCDecaux’s ambition to be seen as “New Different” within a rapidly evolving Out-of-Home landscape.
The Challenge
OneWorld’s existing identity no longer reflected the scale, ambition, or innovation of the business.
The challenge was to move beyond a traditional corporate aesthetic and create a brand system that felt more confident, contemporary, and capable of performing across global teams, digital platforms, and high-value client communications.
The Idea
The rebrand focused on creating a clear, scalable system that balanced confidence with simplicity. I developed a modern visual language designed to feel bold, flexible, and globally consistent moving away from rigid corporate styling towards a more dynamic and adaptable identity.
The approach ensured the brand could perform across a wide range of formats, from large-scale OOH environments to digital and internal communications.
My Role
I solely owned the rebrand, leading strategy, visual identity design, and system development end-to-end. This included redefining the logo, colour palette, typography, iconography, and overall visual language, as well as designing a comprehensive suite of digital, social, and internal brand assets.
The Outcome
The result was a cohesive, modern brand system built for scalability and long-term use bringing clarity, consistency, and confidence to OneWorld’s global presence. The identity was successfully adopted across internal platforms, presentations, and marketing materials, and remains in active use today.
The rebrand was applied across a range of digital and internal platforms to demonstrate how the system performs in real-world use.
These applications showcase the flexibility of the identity — ensuring consistency across formats while adapting to different content, audiences, and environments.
The identity was successfully rolled out across live platforms, including social channels and internal communications.
The system remains in active use, providing a consistent and scalable framework for ongoing brand activity.
Experiential.
During my time at Jcdecaux, one of my key responsibilities was to assist the creative solutions team in generating innovative ideas. Collaborating closely with both the design team and the creative solutions team, we worked together to develop exciting concepts for large global clients. These concepts aimed to create immersive and experiential spaces across the globe. One of my primary roles was to visually depict these ideas, showcasing how they would come to life if commissioned. By utilizing my skills in graphic design and digital visualization, I was able to effectively convey the potential impact and aesthetics of these ideas to our clients.
Chanel.
An ice sculpture of the famous Chanel No. 5 perfume bottle stands in a charming Italian town square. It's decorated with a screen that displays captivating ads. The square is surrounded by beautiful Chanel Christmas trees, and the scene is enhanced by the square's cobblestone streets and ancient buildings.
This ambitious concept combines art, technology, and style for a unique and unforgettable experience.
As part of the campaign, all surrounding OOH furniture would feature a floating bottle with snow.
Laura Mercier.
JCDecaux pitched a campaign to Laura Mercier with innovative ideas: Pop-Up Stores, "Shop the Look" Campaign, and Out-of-Home (OOH) advertising. OOH ads would be strategically placed to attract attention and generate buzz. Billboards and bus shelter displays with beauty tips and influencers wearing the brand's looks would entice people to buy. This approach encourages physical engagement, visits to Pop-Up Stores, and replication of favorite makeup looks. The integration of the "Shop the Look" Campaign within the temporary spaces amplifies the brand's influence. Ultimately, it would have created an immersive brand experience that keeps beauty enthusiasts coming back.
Before
After
Adidas.
Run for the Oceans campaign
For this I designed and conceptualised how this campaign would look and feel. Jcdecaux proposed an idea that involved utilizing the power of digital out-of-home (Dooh) technology. The concept aimed to not only track and display real-time data from the event but also actively engage and motivate individuals to participate by signing up. By seamlessly integrating cutting-edge technology with the cause of protecting our oceans, we are revolutionizing the way people connect with environmental initiatives.
Showreels & Photo Books.
During my time at Jcdecaux, one of my primary responsibilities was to meticulously curate and craft captivating show reels, as well as meticulously design striking photo books for our esteemed clients. These visually enticing creations aimed to provide a comprehensive showcase, meticulously highlighting the global reach of their influential campaigns, effectively demonstrating the immense impact and extensive coverage their brand enjoyed across the world. By skillfully combining captivating imagery and insightful storytelling, I ensured that our clients were presented with a compelling visual narrative that not only showcased the effectiveness of their campaigns but also instilled a sense of pride and accomplishment in their accomplishments on a global scale.
Showreels.
Coty Photobook.
During my rewarding time at JCDecaux, I was fortunate enough to not only contribute to a multitude of in-house initiatives but also had the privilege of crafting an extensive array of captivating marketing materials. This invaluable experience not only bolstered my skillset but also allowed me to immerse myself in a dynamic work environment where creativity and innovation thrived. From conceptualizing impactful campaigns to designing eye-catching graphics, my time at JCDecaux was a whirlwind of exciting projects that continuously fueled my passion for design. The diversity of my work exposed me to a wide range of industries, enabling me to adapt my creativity and communication style to resonate with clients from all walks of life.
Without a doubt, my transformative experience at JCDecaux has equipped me with invaluable skills that continue to shape my career trajectory in the ever-evolving world of Design.
