BACKGROUND

Benefit partnered with a creative agency to refresh its visual identity—introducing a new color palette, typography, and iconography. While the assets set a clear creative direction, they arrived without packaging or print guidelines. As the primary designer on the global packaging team, I applied the refreshed identity across a wide range of projects, using the opportunity to explore how it could translate across key brand touchpoints.

STRATEGY

With no predefined usage rules, I led design exploration within my team—testing layout, hierarchy, and visual applications across packaging, merchandise, and retail. These explorations evolved into scalable design systems and usage guidelines later adopted globally. I partnered with the global team to communicate these standards to regional markets, serving as a creative advisor for adapting the refreshed identity in local contexts.