Johnson & Johnson sought to facilitate strategic discussions and planning around health and racial equity— exploring how greater inclusivity could drive loyalty, growth, and meaningful impact across communities.
Corporate Playbook
My Roles
J&J’s global marketing team engaged me to design an internal playbook that facilitated strategic discussion and actionable planning—aligning visual direction, tone, and structure within global brand guidelines.
- Consulted with global marketing stakeholders
- Creative Direction (within global brand guidelines)
Final Designs
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My Process
1. Briefing with the Marketing Team
2. Categorize content
Conceptual Tenets, Principals
Business Planning
Case Studies
Market Data
3. Design Planning
These are some of the considerations I noted in approaching the design process.
Visual Concepts
• Leverage Johnson & Johnson global branding guidelines and assets, while also taking on it’s own unique feeling
• Dynamic to browse
• Source lifestyle photography with contextually relevant cues, as much as possible
• Dynamic to browse
• Source lifestyle photography with contextually relevant cues, as much as possible
Tone
•. Informative and empowering
•. Aware and sensitive to cultural nuances
•. Aware and sensitive to cultural nuances
Additional Ideas
• Dedicated slide at start for mission statement
• Include Table of Contents
• Navigational indicators; category, page
• Include Table of Contents
• Navigational indicators; category, page
Conceptual Tenets, Principals
Business Planning
Case Studies
Market Data
Bring unique character to this category and layout to each slide, to help communicate the point, as well as keep each side refreshing.
• 1 Template applied to 5 Channels
• Use visual anchors and text columns
•. Checklist style
• Use visual anchors and text columns
•. Checklist style
• 1 Template applied to 5 Channels
• Text heavy and wide – Use visual anchors and text columns
• Text heavy and wide – Use visual anchors and text columns
Enhance use of type, color, formatting to:
•. Highlight the key data in the chart
•. More visually dynamic / less “dry”
•. Highlight the key data in the chart
•. More visually dynamic / less “dry”
4. Design Development
Example 1:
Original creative brief
I split this brief into 2 slides:
4 Pillars
I arranged each paragraph in the orientation of 4 visual pillars (columns) and sourced this photograph to cue shared strength across all pillars.
Core Values
I moved to its own slide and sourced this photo to cue “sharing values between generations”.
Example 2:
Original creative brief
Duality Layout
I saw a duality between “The Opportunity” and “The Solution”; two contrasting parts existing together to form a complete picture. So I designed it “Yin Yang” style, suspended in a “Left/RIght” balance. The visual was sourced to cue proactive, positive effort to organize and progress.
Example 3:
Original creative brief
Chart Upgrade
Stylized tables to align with the brand’s essence and to add some visual hierarchy and depth for helping digest the information efficiently.
Example 4:
Original creative brief
Template Upgrade
Template Iteration