The Brief
The objective was to support World Fuel Services' corporate and commercial communication through consistent, professional and adaptable visual design. With multiple business divisions and sub-brands, the company required a visual approach that could accommodate different audiences, communication channels and marketing objectives while maintaining a unified corporate identity.
The challenge was managing a complex brand structure with strict guidelines, distinct colour palettes and typography systems, while delivering creative materials for different departments and business needs.
Developing a Complex Brand System
One of my most extensive responsibilities was developing a corporate brand guidelines document spanning nearly 200 pages. The document organized visual standards across the company's different sub-brands, defining how colours, typography and other identity elements should be applied consistently.
This work required careful attention to detail, information hierarchy and visual organization, transforming a complex collection of brand requirements into a practical resource for corporate communication.
Each sub-brand had its own visual characteristics, making it essential to establish clear rules while preserving a connection to the parent company's identity. The guidelines provided a structured reference for maintaining consistency across different applications and communication materials.
Corporate Marketing & Visual Communication
Throughout the collaboration, I designed a broad range of marketing assets supporting World Fuel Services' commercial and corporate initiatives. These included brochures, business presentations, digital advertising, infographics and exhibition graphics.
Each project required adapting complex business or technical information into clear, accessible visual communication. My focus was on typography, layout structure, information hierarchy and the consistent application of the company's visual identity.
The work covered both digital and print applications, with designs developed to accommodate different formats, audiences and communication objectives.
Employer Branding & Internal Campaigns
Alongside corporate marketing, I worked with HR departments to develop visual materials for employer branding and internal communication initiatives.
These projects included branded campaign assets and internal marketing materials designed to communicate company messages clearly while maintaining alignment with the broader corporate identity.
Working across marketing and HR required flexibility in visual communication, adapting the design approach to different audiences without losing consistency or brand recognition.
Digital Design & Motion Graphics
My responsibilities also extended to digital advertising, social media content and motion graphics. These projects translated the company's established visual language into formats suited to digital communication and animated content.
Using Adobe After Effects alongside Photoshop and Illustrator, I developed motion assets and visual materials that complemented the company's static marketing communications.
The priority was to maintain a recognizable corporate identity across different platforms while ensuring that each format communicated effectively.
Collaboration & Creative Execution
Working remotely as a freelance Senior Graphic Designer, I collaborated with US-based marketing teams, HR departments and executives across different types of projects.
My role involved translating project requirements into finished visual materials, balancing creative execution with established brand standards and the expectations of different stakeholders.
I used Adobe Creative Cloud, primarily InDesign, Illustrator, Photoshop and After Effects, to develop and produce assets across print, digital and motion applications.
Scope of Delivery
Developed a comprehensive corporate brand guidelines document of nearly 200 pages, covering multiple sub-brands, colour systems and typography standards.
Designed corporate brochures, presentations, infographics and marketing collateral for commercial and internal communication.
Created exhibition graphics and digital advertising materials supporting corporate marketing initiatives.
Developed employer-branding and HR campaign assets for internal communication.
Produced social media content, motion graphics and other digital marketing assets.
Collaborated with US-based marketing teams, HR departments and executives to deliver consistent design across different business functions.
Over four years, this collaboration brought together corporate brand development, multidisciplinary design and ongoing marketing support within a complex international business environment.
The project demonstrates my ability to work with detailed corporate identity systems, organize complex brand requirements and translate them into consistent visual communication across multiple channels and business functions.
