JLL Brand

Following its 2022 rebrand, JLL faced the challenge of maintaining a cohesive and scalable brand across a global workforce of 113,000+ employees. Our Global Brand Creative team was responsible for translating the new identity into a unified system that could be consistently applied across regions, platforms, and disciplines.

We developed a comprehensive suite of brand tools and frameworks—including templates, illustration systems, video toolkits, stationery, and globally adopted self-serve assets like a custom email signature tool—to ensure accessibility and consistency at scale. These foundational elements empowered teams worldwide to execute the brand with clarity and efficiency.

As needs evolved, we extended the system to support more specialized applications. In partnership with the product design team, we expanded the color palette for data visualization and developed a clear product naming framework, bringing consistency and clarity to product dashboards.

Beyond systems, we led creative execution and brought the brand to life through global campaigns and activations. This included championing the use of AI tools, developing event and environmental branding, and overseeing global photoshoots capturing JLL’s people and workplaces—building an authentic, human-centered visual library.

We also played a key role in education and partnership, regularly hosting training sessions for internal marketing and design teams, as well as external agency partners, to ensure alignment and high-quality output across markets. In parallel, we partnered with agencies and third-party vendors to scale production while maintaining creative excellence.

Together, this work established a scalable, globally adopted brand ecosystem, enabling consistency, flexibility, and creative expression across every JLL touchpoint.