To evolve public perception beyond logistics, the United Problem Solvers campaign repositioned UPS as a global solutions company—focused not just on delivering packages, but solving complex business challenges. I led the creation of the new global brand identity system, establishing a fresh visual and strategic voice for UPS across all touchpoints, including digital, print, and broadcast. This included both corporate branding and tailored creative for UPS’s business segments. The work redefined how the world sees UPS and helped the brand connect with a broader, business-minded audience. The campaign was honored with an Effie Award for its effectiveness and impact.