In partnership with Wolff Olins, I led the development of LinkedIn’s first-ever brand design system. Our goal was to shift the perception of LinkedIn from a cold, impersonal “faceless blue man in a suit” to a brand that evokes a real emotional connection and reflects the humanity, diversity, and evolving nature of today’s professional world. To support this transformation, we brought the system into our creative team to evolve the brand over time, including the creation of a proprietary global photography and film library with over 1,500 assets. This expansive library became the foundation for all marketing, social, and communications materials, ensuring a consistent yet flexible brand expression worldwide.
