UPS.com  Globalization 

Because the best products and experiences donā€™t
feel International, but local.

UPS Header_Feb 2023

To make an authentic first impression, the look and feel of UPS needed to reflect an authentic and welcoming tone and cadence.

Client

UPS

Award

Webby - Best User Experience in 2024

Year

2021 - 2022

Elements

Global Calendar
UPS.com Design
Localization Guide Development

Superpowers & Skills

Content Strategy
Art Direction
Content Curation
Product Development
Brand Development
User-Journey
UI/UX Design
Cultural Sensitivity
Design Standards Development
KPI Tracking

Transforming UPS.com's Digital Brand Strategy

UPS.com needed a total transformation to reinforce its digital brand strategy across 26 global markets. As the Sr. Advertising Design Manager, I spearheaded this initiative by developing creative strategies and guidelines for content development teams. My role extended to design layout, messaging strategies, and photography best practices, aligning UPS.com with a unified global vision.

UPS Family In Kitchen
UPS Friendly Greeting

Creative Strategy

I played a pivotal role in shaping UPS’s digital personality. By offering brand consulting, nuanced visual strategy, and effective presentations to Executive Leadership, I ensured that our digital content resonated with authenticity and cultural relevance, strengthening our global presence by changing the brandā€™s visual tone and standards.

To better account for cultural and regional distinctions, I developed strategy and guidelines to address visual cues, imagery, tone, geopolitical and religious influence, local customs and traditions, messaging, color theory, language, units of measure, and UI/UX decisions.

UPS International L10n_Final(ish)_Cover
UPS International L10n_Final(ish)_Contents

PantoneĀ® UPS Brown 0607298*
C0 M60 Y72 K98
#330000

PantoneĀ® 732 C
C0 M70 Y100 K70
#623413

PantoneĀ® 7408 C / 109 U
C0 M30 Y100 K0
#FFBE00

PantoneĀ® 7717 C

C96 M0 Y47 K19
#00857D

Collaboration

Collaboration was key. I partnered with cross-functional teams to coordinate campaign and messaging roadmaps, resulting in cohesive and impactful campaigns. Additionally, I provided training to global stakeholders across 26 priority countries including US, Spain, Italy, France, Germany, UK, Netherlands, Canada, Belgium, Poland, Sweden, Czech Republic, Switzerland, Turkey, China, South Korea, Taiwan, Thailand, Japan, Singapore, Vietnam, Mexico,Ā  India, and UAE empowering them to make culturally nuanced design decisions.

UPS International L10n_Final(ish)_Calendar

Photoshoot Direction

I directed and supervised photoshoots, ensuring that the visuals aligned with our brand’s vision and messaging. I created the guidelines that govern authenticity across General, Business, and Consumer audiences.

UPS Contact Sheet for JTBD Header Photoshoot

Award-Winning Template Development

To streamline the design process, I created weekly, monthly, and seasonal templates for ups.com, covering homepage and priority landing pages across 26 global markets. This work earned UPS a Webby for Best User Experience, 2024.

Performance Metrics

I tracked, analyzed, and reported to Executive Leadership on messaging performance metrics, setting and exceeding KPIs. This data-driven approach allowed us to continuously improve our digital strategy.

Leadership and Mentoring

As a leader, I established goals, developed mentoring plans, and provided documented feedback to my teams. This fostered growth and excellence in our design and messaging efforts.

Strategic Insights

I collaborated with cDx and Brand teams to influence digital needs, preparing highlights, reports, and presentations for Executive Leadership on a weekly and monthly basis.

UPS.com By The Numbers

Impact

We stripped the online brand to its core and rebuilt it to captivate even Gen Z. Our work localized and internationalized over 80 UPS.com experiences, ensuring they were authentic, clear, and modern.

My efforts generated interest and leads for new partnerships and initiatives, demonstrating the tangible impact of our digital strategy.Ā  Even small-scale studies have proven to lead to big insights that improve designs, demonstrate authenticity, and increase trust.

By implementing these strategies, UPS.com achieved a unified global brand presence still in practice, elevated its digital messaging, and found itself at the center of cultural conversations improving on its most important KPIā€”Considerationā€”bolstering UPS stock earnings to 151%.

This transformation earned UPS.com the Webby Honoree Award for Best User Experience in 2024. Additionally, our media and content creation efforts, which diversified UPS beyond logistics into lifestyle and fashion spaces, earned a Cannes Lion finalist nomination. This placed UPS in unexpected spaces, including the runway during Fashion Week, significantly boosting customer engagement and redefining the brand.

WE ALL HELD OUR BREATHS FOR THIS PICTURE...Ā LITERALLY. (PANDEMIC PARANOIA ON SET, CIRCA 2022)

UPS Photoshoot Wrap

Superheroes & Supersheroes

Sr. Advertising Design Manager: Wisdom Sewell
Sr. Digital Content Manager: Maggie Schneider Huston
Online Content Marketing Supervisor: Shereda Clark
Digital Content Supervisor: Marc Roth
Online Communications Supervisor: Wes Aspinall
Photographer: David Salafia

UPS Globalization

As a Creative Director, I’m passionate about infusing global brands with culture and authenticity. From restructuring webpages for 24 international markets to crafting comprehensive globalization guides, I drove creativity, broke down silos, and delivered impactful design solutions for a top 25 Global brand. And my brand transformation standards are still leading UPS.com design decisions today.

Wisdom Sewellā„¢

As a creative virtuoso and AI polymath, I’ve transformed Fortune 500 titans, redefined cultural relevance, and propelled A-list stars to new heights. Let’s write your success story, now!

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