Kellogg’s

Global brand evolution.

When a familiar brand needs a clearer point of difference, strategy and design have to move together. This selection follows Kellogg’s evolution from brand thinking to visual expression.

My contribution: Creative collaboration
Collaboration: Agency and brand teams
The scope: Brand positioning
Identity evolution
Brand applications

The challenge

Clarify what makes the brand distinct in a crowded category, then carry that position into a coherent visual language.

The approach

Connect the brand framework with the signature, identity guidelines and applications so the message and the look tell the same story.

Category research: the language associated with competing brands.

Brand equity framework: one direction for the brand.

Identity guidelines connect logo, color, typography and imagery.

A flexible system across communication formats.

Photography direction: natural, expansive and connected to everyday life.

The brand voice applied to an advertisement.

Project credits

Selected collaborative work from Gerardo García-Jurado’s portfolio. The project involved agency and brand teams; this presentation does not attribute the complete global identity to one designer.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

Let's talk