Scaling Creative Impact at a Global B2B Brand

EBSCO Information Services is a global leader in research content and library solutions. While there was no formal rebrand (some foundational elements like the logo and color palette were already established when I joined) I saw an opportunity to strengthen and modernize the brand through intentional creative direction and a smarter approach to content. to strengthen and modernize the brand through intentional creative direction and a smarter approach to content.

Problem

The brand was stretched across regions, verticals, and business units, often lacking consistency in voice, tone, and visual execution. Creative efforts were reactive and inefficient, with too much energy spent on low-impact assets and not enough on brand-defining campaigns. I knew we needed better structure, stronger direction, and a clearer sense of purpose.

Solution

I provided creative leadership that redefined how the brand showed up visually and strategically. We refreshed the visual system, realigned creative priorities, and introduced standardized content types that shifted our focus toward high-impact assets like campaigns, narratives, and product storytelling. how the brand showed up visually and strategically. The team developed a refreshed visual system, realigned creative priorities, and introduced standardized content types that shifted focus toward high-impact assets like campaigns, narratives, and product storytelling.

Execution

  • I created a tiered system for marketing content to prioritize strategic creative work
  • Refreshed and expanded the brand’s visual identity system for consistency across channels
  • Developed campaign frameworks and creative templates that saved time and elevated output
  • Streamlined the translation process by aligning global content workflows and implementing more efficient tagging, handoff, and review systems
  • Introduced creative review processes and guidelines to ensure brand consistency
  • Mentored design and content leads, helping them grow into more strategic roles

Results

  • Team efficiency up 23%
  • A more consistent and elevated brand expression across all channels
  • Greater creative efficiency and increased bandwidth for campaign-level work
  • Clearer visual storytelling that supported sales and product marketing
  • A stronger internal team culture with more confident, strategic creatives and elevated brand expression across all channels
  • Greater creative efficiency and increased bandwidth for campaign-level work
  • Clearer visual storytelling that supported sales and product marketing
  • Stronger internal team culture with more confident, strategic creatives