In close coordination with Marketing, e-commerce, and Global Design groups, we made the strategic decision to re-design Kohler's brand identity from scratch. We set up a firm communications framework to build consistency in the experience and perception of the brand across touchpoints.

Based on that, I led the creation of a new visual identity system including a streamlined color palette, typography standards, and detailed guidance on imagery, video, and iconography. The aim was to have a consistent and modern visual language that draws in new and repeat visitors and reinforces Kohler's premium positioning.

Moving to the website, I began by re-structuring the information architecture to be simple for our non-technical users to use, but with depth and complexity accessible to our technical users. In doing this, I established user journeys, modular UI components, and scalable templates. Not only did this improve the overall user experience, but it also allowed Kohler to scale and expand the site simply as its user base grows over time.