Morgan McKinley - Global Rebrand
As part of Morgan McKinley’s global brand transformation, I supported the rollout and extension of a new visual identity across the business’s international operations. The rebrand brought together multiple services under one cohesive global brand, repositioning the company as a broader talent services partner following major shifts in the world of work.
Joining the project as the initial agency-led design phase was concluding, I was responsible for developing the brand beyond its initial launch, building out scalable assets, templates, and sub-brand systems across the company’s three core divisions: Recruitment Solutions, Talent Solutions, and Executive Search.
Morgan McKinley - Overarching Brand
Working from the newly defined master brand, I helped develop the global visual system, extending it across digital collateral, social media, templates, and internal communications.
This included building consistent brand applications across multiple regions and channels, ensuring the identity remained clear, flexible, and scalable as it rolled out internationally. Over the course of the project, the system was adopted across 900+ global colleagues, requiring both visual consistency and practical usability.
Multilingual
A key part of the rollout involved adapting the brand for international and multilingual markets, including English, Chinese, and Japanese content.
I developed localized social assets and template systems that maintained brand consistency across languages, scripts, and regional requirements, ensuring the identity translated effectively across global audiences while preserving readability and hierarchy.
This work helped reinforce Morgan McKinley’s international presence and ensured the brand system was genuinely scalable across markets.
Selection of Social Media Assets
I created a broad suite of social media templates and campaign assets for use across the company’s business units, disciplines, and regional teams.
These assets were designed as part of a structured template ecosystem, allowing internal teams to create high-quality, on-brand content quickly while minimizing visual deviation. This included LinkedIn cover images, recruitment campaigns, seasonal communications, and internal engagement posts.
The focus was on balancing brand governance with ease of use, giving teams flexibility without compromising visual standards.
Morgan McKinley - Recruitment Solutions
For Recruitment Solutions, I developed a range of client-facing and internal brand assets, including social templates, job listing visuals, certificates, and campaign collateral.
Over a six-month period, I re-skinned documents, built reusable templates, and created image libraries for rollout across Bynder and Google Workspace. I also supported the training and onboarding of 900+ colleagues globally, helping ensure long-term adoption and compliance.
Morgan McKinley - Talent Solutions
For Talent Solutions, I extended the core brand system into a more service-led visual language, creating social campaigns, client-facing collateral, business cards, and capability documents.
This work focused on aligning the sub-brand with the wider master identity while giving it a clear, differentiated presence within the wider Morgan McKinley ecosystem.
The re-brand was a complete success and received glowing reports internationally, both internally and externally on the new look and feel of the Morgan McKinley brand, the ease of use of the templates, and the formal and informal training sessions which I delivered, to ensure the project deliverables were sustained.
Morgan McKinley - Executive Search
For Executive Search, I developed a more refined and premium application of the brand system, tailored to the expectations of senior-level clients and leadership audiences.
This included thought leadership graphics, Q&A social assets, review graphics, and executive capability documents, ensuring the tone and visual treatment reflected the elevated nature of the service while remaining aligned with the wider global brand.
