Art direction and lead design for the repositioning of International, a brand within AkzoNobel’s coatings business. The challenge was to unite the Marine, Protective and Yacht segments under a shared identity while repositioning International as a trusted partner across global markets.

The work was shaped through a highly collaborative process, spanning internal workshops, validation sessions and inter-agency briefings. The art direction established a more confident and human brand expression, built around a flexible grid, distinctive graphic devices and clear motion principles.

At the heart of the system were the Focus Frame and Anchor Line, which created a recognisable structure for storytelling and composition across channels. Developed to work primarily with stock photography, the Focus Frame introduced depth and narrative by highlighting details within the primary image.

The project culminated in a comprehensive set of brand guidelines, asset libraries and application templates, providing teams with the tools to implement the identity consistently across regions, segments and touchpoints.