GfK office branding
challenge.
GfK operates across 80+ global offices, but a brand audit showed a clear lack of consistency in how the brand was expressed across physical spaces.
Offices had evolved independently, resulting in fragmented visual identities and little connection back to the core brand. This made it harder for employees to feel aligned with GfK’s purpose and reduced the impact of the brand internally.
The challenge was to create a system that could unify global offices, while still being practical and flexible enough to work across different environments.
solution.
I worked closely with the Creative Director and Global Brand Marketing Manager to develop a set of clear, scalable office branding guidelines.
The focus was on creating a consistent visual language that could be applied across environments, from office graphics to digital touchpoints, without overcomplicating execution for local teams.
We defined how the brand should live in physical spaces, introducing a structured approach that aligned previously fragmented offices under a single system.
The result was a more cohesive global presence, with offices that felt clearly part of the same brand. It strengthened internal alignment, made the brand more visible day-to-day, and helped employees feel more connected to GfK’s purpose.
challenge.
GfK operates across 80+ global offices, but a brand audit showed a clear lack of consistency in how the brand was expressed across physical spaces.
Offices had evolved independently, resulting in fragmented visual identities and little connection back to the core brand. This made it harder for employees to feel aligned with GfK’s purpose and reduced the impact of the brand internally.
The challenge was to create a system that could unify global offices, while still being practical and flexible enough to work across different environments.
solution.
I worked closely with the Creative Director and Global Brand Marketing Manager to develop a set of clear, scalable office branding guidelines.
The focus was on creating a consistent visual language that could be applied across environments, from office graphics to digital touchpoints, without overcomplicating execution for local teams.
We defined how the brand should live in physical spaces, introducing a structured approach that aligned previously fragmented offices under a single system.
The result was a more cohesive global presence, with offices that felt clearly part of the same brand. It strengthened internal alignment, made the brand more visible day-to-day, and helped employees feel more connected to GfK’s purpose.
identified issues.
design system.
implemented system.
