FedEx

BRAND REFINEMENT & EXPERIENCE ARCHITECTURE

Client

Year

2020–2023

ROLE

Creative Director, User Experience Strategist

CHANNELS

BUSINESS CHALLENGE

CREATIVE SOLUTION

CONTRIBUTIONS

Websites, Digital Sales Collateral, Email, Social

When FedEx began rolling out a brand refresh with all-new artifacts, the sheer volume of content to update called for visionary approaches and refined storytelling. Stakeholders targeted their varying customer audiences with the goal of brand solidarity—from the small/medium business market to global supply chain divisions.

These are the particular initiatives I owned and guided FedEx stakeholders.

FedEx.com major section redesigns: Small Business Center Redesign, Small Business Grant Contest, Tech Chat for Entrepreneurs

Constructed ways for business owners to reframe their big-picture challenges, phased-in layers of personalization, and offered paths to in-depth expertise.
Each section, while expansive on its own, cross-referenced the others to create an all-in business solution in the minds of business owners.

FedEx Trade Networks site, Supply Chain site, Fedex.com Logistics

Spearheaded the complete Experience Architecture of the Trade Network and Supply Chain websites; consolidating, modernizing, and merging content with FedEx.com.

FedEx Returns Technology product overview, Returns Technology Implementation Guide, e-commerce trend reports, seasonal recaps

Established consistent information hierarchy design with customer-centric storytelling.

In addition to leading the efforts mentioned above:

Presented key progress initiatives to FedEx's core marketing group (dozens of leaders) on behalf of the key stakeholder.
Pushed the boundaries of FedEx’s already-developed CMS modules within Adobe Experience Manager to achieve a better user experience.
Created real-world applications of the new brand system as a trusted partner to the brand team

RESULTS

Following the success of the Small Business Center Redesign, FedEx and agency managers continually sought me to lead large-scale projects across different divisions.