YouGov
Global Head of Brand & Creative, Global Marketing
Reinventing YouGov's Visual Identity: A Strategic Journey of Transformation
YouGov, an international web-based market research and data analytics firm headquartered in the UK, was expanding rapidly into 15 new markets. But its brand hadn't scaled with it — there was no established global creative function, and the existing identity didn't yet reflect the company's international stature. The brief: build a creative function from scratch, and use it to strengthen brand recognition across diverse global audiences.
The Strategy
I established and scaled YouGov's global creative function, partnering with senior leadership to align brand strategy with the company's commercial growth objectives. Alongside a full audit of the existing identity, I developed a refreshed visual language — colour palette, typography and image style — designed to work coherently across every market YouGov was entering.
A Global Unveiling, A Local Resonance
The refreshed identity launched across YouGov's global markets — from London to New York to Singapore — strengthening brand consistency across digital, campaign and customer-facing touchpoints as the business expanded into 15 new markets.
Internal Company Hub
To support the business at scale, I built and launched a company-wide internal hub — giving global teams across HR, IT, Marketing and Product a structured home for brand guidance, resources and assets.
