As Kohler exited its 150th year, its global brand standards were overdue for a fundamental refresh.

Working as part of a small, focused team, we moved quickly and deliberately over an intense six-month period to evolve Kohler’s expression system and define clear guidance around where the brand should remain consistent—and where it should continue to feel fresh and expressive.

The primary deliverable was Kohler’s first truly authoritative, digital-first brand standards system. What had previously existed as hundreds of pages of static documentation—heavy on prescriptive detail and light on practical guidance—was reimagined as a single, interactive source of truth. Motion was used to demonstrate brand principles in action, shifting the standards from something teams were asked to read into something they could experience and apply.

Equally important was adoption. Over several months, I facilitated brand workshops and working sessions with global teams—from Saudi Arabia to Bangkok—as well as internal presentations across the organization to gather feedback, answer questions, and ensure alignment. The result was a modernized global brand system that empowered teams to work with greater clarity and consistency—and established a durable foundation for Kohler’s next chapter.