Global Brand Systems

Building the Toolkit That Made One Brand Work Everywhere

Visual Identity Assets | Digital & UX/UI Systems | Global Brand Guidelines | Governance & Training | Application & Integration

Challenge
With a new brand expression defined, Johnson & Johnson needed a complete system to bring it to life across every channel and business line — from consumer packaging brands to MedTech interfaces. The task was to create a design language flexible enough for everyday moments and clinical precision, while ensuring global consistency.

Role
I led the development and management of Johnson & Johnson’s global Visual Identity and Brand Design System, guiding how the company expressed its identity across every medium. My work spanned the creation of visual assets, pattern libraries, icon systems, photography and illustration toolkits, and UX/UI frameworks shaping digital and motion experiences. I managed the internal digital design team and supplementary agencies, led stand-up meetings to maintain alignment, and presented regularly to the executive committee to secure direction and approval. This role combined strategic leadership and creative execution to ensure the system scaled effectively across J&J’s global businesses.

Approach
We created a comprehensive design system built for scale. Figma libraries organized digital patterns, templates, and components. Print, video, and motion guidelines extended the brand into every medium. Governance models and training programs ensured adoption across global teams, aligning corporate, consumer, pharmaceutical, and medical device businesses under one cohesive identity.

The Work

Developed a unified global design system integrating all asset libraries, visual patterns, iconography, motion principles, and sonic branding elements into one cohesive ecosystem.
Built UX/UI frameworks and scalable Figma libraries to standardize digital design across corporate, consumer, and MedTech platforms, ensuring every team could work from a shared visual language.
Created modular illustration and photography toolkits adaptable across divisions, balancing emotional storytelling for consumers with precision imagery for clinical and professional audiences.
Authored and maintained the global Brand Design Guidelines, defining how the identity flexes across digital, print, motion, and experiential touchpoints.
Directed governance, education, and training programs that embedded design standards into workflows worldwide, driving adoption across 200+ markets.
Partnered with technology, marketing, and regional teams to evolve the system through feedback loops, ensuring agility and ongoing alignment with enterprise strategy.

Impact
The system transformed J&J’s purpose-led brand into an operational and cultural reality. It enabled global consistency while empowering local creativity, giving designers, marketers, and partners the clarity to create with confidence. By connecting identity, experience, and governance, the program scaled effectively across 200+ digital properties and became a living platform that continues to evolve with the business.