gopro: BRAND SYSTEM DEVELOPMENT
As the head of global creative at GoPro, I built the first dedicated brand team and led the development of the first comprehensive brand system. This included everything from foundational elements like logo, color and typography choices to packaging design systems, individual campaign guidelines, retail design guidelines and a new digital platform to house and distribute it all.
A new digital asset management platform (DAM) was a critical component to the success of our new brand system. With an aging technology platform that no longer met our needs, I led the team to find a new SaaS partner that could function as both a DAM and a digital brand book. The required assembling a new cross-functional team, overseeing the RFP, development of new processes, migration of content, training, UX, design and development. The launch of both the comprehensive brand guidelines and a new DAM has been a massive success—driving efficiency with in-house creative development and execution with retail partners around the globe.
