With the introduction of a flexible system that has potential to evolve and play in equal measure, our strong relationship with the team allowed us to flip the original brief on it’s head and focus on creating foundations for the global brand’s plans for the future. We worked closely with the Australian and North American teams to help instill a greater sense of design theory and process into their working culture, so they could push the limits of the existing brand more successfully. Consistency across their internal and external touchpoints was also addressed and also making the design of collateral much more streamlined.