Project

With the merger of two Fortune 500 companies, our client needed an entirely new brand built from the ground up — starting with a name. Ingredion, derived from the food ingredients they produce, was born. I created not only the name but also the logo — the foundation of an entirely new global identity. We developed a global launch strategy spanning APAC, EMEA, South America, and the US, bringing the brand to life across product launches, websites, interactive experiences, mobile apps, video, experiential activations, and go-to-market campaigns.

With the brand established, we launched a bold consumer-first campaign — a first for B2B in the category — that spotlighted the happiness of the end consumer alongside Ingredion's solutions. This drove a 50% increase in web traffic and a 60% uptick in sales leads. As the brand matured, we introduced a creative refresh called "Breaking Through" — shifting focus to the science behind the products through striking photography and thought-provoking questions that challenged customers to reimagine what's possible.

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Process

As a cross-functional leader, I oversaw every stage of the brand build — from strategy through execution. This included developing foundational brand elements, design systems, UI toolkits, and workflows that ensured consistency across every touchpoint and market. I managed and directed a multidisciplinary team of designers and content directors, collaborating closely with client stakeholders, photographers, developers, and regional teams across the globe. From creative briefs to final delivery, every detail was aligned to a singular brand vision — built to scale.

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Results

• 📈 100% increase in web traffic at corporate website launch
• 📊 80% uptick in qualified leads
• 🏆 6 Gold Awards across the corporate site, campaign, digital applications, and experiential

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