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Brand and identity

Brand and identity

Universal Ads Brand System

A complete brand system designed to define and scale the Universal Ads identity across campaigns, content, and sales materials.

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Role

Led design of the brand system, including identity, guidelines, and presentation tools, working closely with leadership to establish a clear and scalable foundation for the brand.

Overview

Universal Ads needed a clear and cohesive brand foundation to support its positioning as a modern, accessible TV advertising platform.

The goal was to create a system that could communicate complex ideas simply, while maintaining consistency across a wide range of applications, from marketing to sales.

Approach

The system was built to be both expressive and practical. A flexible visual language, including typography, and visual systems, created a distinct identity while remaining easy to apply across formats.

The guidelines were designed for real-world use, providing clear direction across copy, layout, and visual execution, ensuring teams could move quickly without losing consistency.

Presentation system

Alongside the brand system, a PowerPoint template was developed to make the brand usable in everyday work.

It provided flexible layouts, clear hierarchy, and built-in structure, helping teams create consistent, on-brand presentations without starting from scratch.

Beyond the Scroll Report

The system was also applied to Beyond the Scroll, a Universal Ads report that brought the brand into a more editorial, content-driven format.

It showed how the identity could flex across longer-form storytelling while still feeling consistent, clear, and recognizably Universal Ads.

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Impact

Established a clear and scalable brand foundation used across campaigns, content, and sales materials.

Brand and identity

Lightbox OOH Video Network Rebrand

A full rebrand repositioning Adspace as Lightbox, shifting the company from a traditional out-of-home network to a more modern, video-first media platform.

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Role

Led design for the rebrand, developing the logo, visual system, and guidelines in close collaboration with executive leadership.

Overview

Adspace, a long-standing out-of-home media network, needed to evolve to better reflect the changing landscape of advertising.

The rebrand to Lightbox marked a shift toward a more modern, video-first platform, designed to better communicate the scale and relevance of the network.

Approach

The new identity was built to feel more dynamic and contemporary, moving away from a static, inventory-driven perception.

A flexible visual system, supported by motion and video, helped express the brand in a way that felt more aligned with how the platform was experienced in the real world.

Impact

Successfully repositioned the brand and launched as Lightbox, with coverage across industry press highlighting the shift in direction.

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