Brand ID / DNA Relaunch

A global identity relaunch had to land across the Americas with consistency, while still feeling specific in each priority city.

One regional spine, many local expressions. A clear hierarchy of what stayed fixed — identity, media, retail language — and what each market could author locally.

• Region-wide OOH and media rollout sequenced with retail transformation.
• Pop-ups and in-store experiences translating the new identity into something physical.
• Localized activations in priority cities, run to a shared playbook.

• Regional execution strategy
• Retail and experiential activation
• Media integration
• Market playbook and enablement
• Budget management

The relaunch brought the new brand identity to life consistently across the region, while allowing each market to adapt it in a way that felt locally relevant. In New York, the approach resonated particularly well, driving strong brand and business results and reinforcing the value of translating a global identity through a local lens.