SCOPE
Redesign
Type
Colour
Imagery
Digital Platform
Social
ROLE
Creative Direction
Redesign
Type
Colour
Imagery
Digital Platform
Social
ROLE
Creative Direction
A Charity Rebuilt
For The Next Generation.
For The Next Generation.
As Creative Director, I led the global rebrand of Bono’s charity organisation (RED), overseeing the visual identity and campaign expression from concept to launch. I directed multidisciplinary teams across design, motion, and digital to re-energise the brand’s mission to fight global health emergencies. The 2022 launch included a high-impact takeover in New York’s Times Square, positioning (RED) for its next decade of partnerships, activism, and fundraising.
The organisation continues to perform strongly, raising over $800M to date, maintaining major brand partnerships, and launching new campaigns in 2025, highlighting the rebrand’s role in keeping (RED) culturally relevant and mission-driven