REFRAMING FOREIGN AFFAIRS
/ THE COUNCIL ON FOREIGN RELATIONS /
CONTEXT
In partnership with the former head of marketing at Apple, I was hired to help the Council on Foreign Relations evolve its marketing and brand positioning at a time when norms of US global leadership were being challenged by an unorthodox executive branch and fast changing world.
COMPLEXITY
It’s no small task to drive mass participation in a 24,000-person company spread out across over 50 offices worldwide. This tournament needed to be compelling, inclusive, and accessible enough to excite employees across a wide range of job functions — and yield results that merited the attention of the company’s senior-most executives.
CREATIVE RESPONSE
Based on extensive internal and external stakeholder interviews, my creative partner and I urged the Council to reposition international affairs as a realm of innovation and to work through culture and education to engage the broader public in this work. To make the case for this approach, I recruited an international team of designers to envision what this evolved brand positioning could look like.
MORE PROJECTS
