Gatorade Brand Guidelines – Strategic Redesign & Alignment

I led the creation of Gatorade’s first brand guidelines update since 2018 — a project that required deep strategic thinking, cross-functional alignment, and a complete reimagination of how our brand shows up across every touchpoint.

Working between Brand, Design, and key business stakeholders, I developed a new 120+ page playbook that defines our core identity, visual system, and voice, grounded in Gatorade’s purpose: to spark what’s within. The updated guidelines consolidate and modernize our full brand system — spanning three marks (Bolt, GBolt, Wordmark), four brand pillars, five strategic “cogs,” and more than 50 color values across 17 chapters.

This was not just a visual cleanup. It was a strategic reframing of how our brand communicates, competes, and connects — from sideline equipment and packaging to digital, experiential, and product innovation. I also introduced new design system architecture (e.g. bolt-forward strategies) that directly informed packaging, LTOs, and campaign development across the portfolio.

Beyond brand clarity, the project delivered substantial cost savings by reducing agency dependence and creating a scalable, in-house system — while improving executional consistency and unlocking faster creative development across the org.

I also worked my friends at Roger to create a kickass sizzle. I worked directly on this as well, mapping out the shots and pacing and then letting Roger work their magic.