Role
Creative Director
Services
Visual identity
Tagline development
Video direction
Design system and toolkit
Global launch campaign
Agency
ROI Communication
Overview
Avery Dennison needed to launch a global DE&I strategy without it landing as a corporate formality. I created a scalable visual identity and launch campaign anchored by the tagline “Every voice. Every day.” that rolled out across 40+ countries with a CEO presentation, a launch video that leaders later repurposed externally, and a design system that HR and comms teams are still using today.
The Challenge
The company was ready to introduce a stronger DE&I strategy. But the risk was real: a new initiative with no distinct identity would get filed alongside every other internal announcement. They needed a brand employees could recognize as theirs that was specific enough to feel human and flexible enough 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 decisions about color, illustration style, and typography that would hold up across very different regional contexts — not just headquarters.
I developed the tagline “Every voice. Every day.” to root the strategy in daily behavior rather than abstract ideals. That meant the language had to feel like something employees actually said, not something a committee approved. I also directed the creation of an animated launch video built around real employee archetypes, so the people watching it could place themselves in it.
The Results
The identity rolled out consistently across 40+ countries and was quickly adopted by local teams. Employees described the campaign as authentic — a noticeable shift from the corporate wallpaper they were used to. HR and DE&I leaders recognized it as a model for future culture work. The assets continue to be used for ongoing DE&I and engagement campaigns, which means the design system is still doing its job long after the original launch.
Kudos to my team
Rosanna Menza, senior designer and Kavon Zamanian, motion designer.
