Role
Creative Director
Services
Visual identity
Copywriting (tagline)
Motion graphics video
Global launch campaign
Agency
ROI Communication
Overview
Avery Dennison needed to launch a global DE&I strategy in a way that felt authentic, not like another corporate checkbox. I created a scalable visual identity and launch campaign that rolled out across more than 40 countries, anchored by the tagline “Every voice. Every day.” The work included a launch video that employees actually engaged with and leaders later repurposed externally. The identity still serves as the foundation for ongoing DE&I and culture campaigns, saving time for HR and comms teams while keeping the message consistent.
The Challenge
The company was ready to introduce a stronger DE&I strategy, but the risk was that it would land as a corporate formality rather than something employees could connect with. They needed an internal brand that felt authentic and inspiring, one that employees could rally behind and that leaders could trust to scale across a global workforce.
The Approach
I led creative direction from concept through rollout, designing a visual system that reflected inclusivity without relying on clichés or tokenism. Working closely with HR, DE&I, and internal communications leaders, I made sure the identity felt real and resonant across diverse audiences. I developed the tagline “Every voice. Every day.” to root the strategy in daily action rather than abstract ideals, and I directed the creation of an animated launch video that brought the strategy to life in a way employees could see themselves in.
The Results
The new identity rolled out consistently across 40+ countries and was quickly adopted by local teams. Employees described the campaign as authentic and engaging, a noticeable shift from the corporate wallpaper they were used to. HR and DE&I leaders recognized the initiative as a model for future culture campaigns, and the assets continue to be used for ongoing DE&I and engagement work, saving teams time while reinforcing consistency across the company.
Kudos to my team
Rosanna Menza, senior designer and Kavon Zamanian, motion designer.
