Creative X

Creating an identity for Fortune Brands Innovations' in-house creative agency responsible for 20 global brands.

Brand

Fortune Brands

Project Type

Brand • UX • UI

My Role

Lead Designer
/ Art Director

Team

Digital Designer
Assoc. Digital Designer
CGI Artist

Year Shipped

2024

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Goal

As Fortune Brands Innovations grows through new hires and acquisitions, how can the internal creative team educate and inform them about who we are, what we do, and how to work with us?

Solution

We branded our team to position us to be a recognized creative force within the Fortune Brands walls. We also built a website which allowed us to inform employees about our capabilities, showcase work, and contact us all one place: creativex-agency.com.

Since Launching

Merged with 13 new brands
Won 20+ design awards
Hosted in-person events for our 25 Creative X team members

The Name

The team name was chosen around the phrases: creative excellence, experience, execution, and expression; in short, Creative X. The name came with a simple, monochromatic identity — not meant to take away from the brands we work with daily.

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Events

Creative X team members traveled to Chicago for three days of collaboration, workshops, and creative connection—coming together to share ideas, build momentum, and shape the future of Creative X.

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Promotional

From coffee chats to national sales meetings and speaking events, a range of promotional pieces were created to spread the Creative X brand and capabilities.