Rapid international growth, driven by acquisitions, made creating a consistent brand people could emotionally connect with challenging to say the least. But for NI, this journey to defining its brand identity has played a crucial role in the brand’s success. Driven by constant change, the NI brand team had to reduce complexity to continue on its spectacular growth journey. NI needed a central hub that provided consistency, accessibility, scalability, and flexibility. With such a foundation, brand builders around the world could focus on collaborating, being creative, and staying culturally relevant for their customers. I led this transformative project to build the global brand guidelines portal using Frontify software. I was hired to build this project as a contract employee, upon completion I was asked to come on board full-time with the GCG Global Creative Group.