Case studies

Solving complexity through brand systems.

Every organization is different. The underlying challenge is often the same. Growth creates complexity. AI accelerates it.

My work focuses on building the systems that keep brands coherent as organizations evolve.

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The pattern

Different industries. The same challenge.

Across luxury, B2B, culture and multinational organizations, I kept encountering the same problem.

Not weak brands. Complexity. Growth. Acquisitions. Distributed teams. AI.

Each engagement became an exercise in building enough structure for the brand to scale without losing coherence. That is still the work I do today.

Methodology · Diagnose

Brand Coherence Diagnostic™

Before proof, the framework. Every engagement starts by understanding how your brand actually performs across people and AI.

01

Perception

How customers and AI understand the brand today.

02

Sources & signals

What is actually shaping those perceptions.

03

Governance gaps

Where coherence breaks down inside the organization.

04

Prioritized roadmap

What to fix first, and what it's worth.

See the full diagnostic →

Proof

Organized by the challenge solved.

01

Fragmented brand portfolios

Givaudan · Taste & Wellbeing

Unifying 11 acquisitions under one brand architecture.

Challenge

Eleven acquisitions across five regions had left the division with a fragmented portfolio, each brand carrying its own identity, naming and positioning. Growth had outpaced structure.

What was at stake

  • · Three business units, five regions, eleven legacy brands
  • · CHF 3M+ global brand investment at stake
  • · Legal and regulatory exposure across markets

My role

  • · Designed a global brand architecture across BUs and regions
  • · Built a portfolio naming and governance framework with legal
  • · Aligned the global agency network through the transition

11

Acquisitions unified

CHF 3M+

Investment managed

CHF 150k

Annual efficiencies

Before → After

11 disconnected brands
Brand architecture
Unified portfolio

AI lens

The governance framework became the foundation for an AI-powered naming platform, cutting naming timelines by ~50%, with every output constrained by the portfolio architecture and legal rules.

Brand architecture reduces complexity before it creates efficiency.

Methodology applied

StrategySystemsPeopleTechnology
02

Global consistency across markets

Art Basel

One scalable brand system across three continents.

Challenge

Art Basel operates across Basel, Miami Beach and Hong Kong, three cultural contexts, three creative demands. Consistency at that level requires systems, not guidelines.

What was at stake

  • · Three fairs, three continents, three audiences
  • · Partnerships with Pentagram and Barnbrook
  • · Year-round content and environmental production

My role

  • · Led global brand production across print, digital and environmental
  • · Directed immersive environments and wayfinding across all three venues
  • · Built the visitor journey framework from pre-arrival to post-visit

3

Continents aligned

100+

Contributors coordinated

1

Coherent brand system

Before → After

Global markets
Framework
Consistent local execution
Consistency isn't about saying the same thing everywhere, it's about remaining recognizable everywhere.

Methodology applied

StrategySystemsPeopleTechnology
03

AI-powered governance

Givaudan + Art Basel

Content infrastructure that keeps the brand on-brand at scale.

Challenge

Both organizations hit the same wall: content demand had outgrown manual review, and every handoff was a new point where the brand could drift.

What was at stake

  • · 100+ globally distributed contributors
  • · Five regions, three business units at Givaudan
  • · Brand risk compounded by AI-generated content

My role

  • · Designed AI-powered DAM infrastructure and governance models
  • · Embedded brand rules into content delivery and approval workflows
  • · Enabled markets and agencies to self-serve pre-approved assets

40%

Faster content delivery

100+

Self-service contributors

2

Live AI content systems

Before → After

Manual review
Governance
AI automation

AI lens

The same operating principle now required to keep AI-generated content on-brand: rules embedded in the pipeline, not layered on after.

AI only works when governance already exists.

Methodology applied

StrategySystemsPeopleTechnology
04

Internal capability building

Givaudan

Launching an in-house creative studio from zero.

Challenge

The brand team was heavily dependent on external agencies, with limited internal capability and no standardized production model.

What was at stake

  • · High agency spend, uneven quality
  • · No standardized production model
  • · Brand inconsistency across regions

My role

  • · Designed workflows, resource models, tooling and team structure
  • · Established briefing frameworks and quality benchmarks
  • · Led creative direction across video, digital and experiential

CHF 1.5M

Annual savings

5

Regions served

1

In-house studio launched

Before → After

Agency dependency
In-house model
Consistent global output
Governance, not guidelines, enabled scale.

Methodology applied

StrategySystemsPeopleTechnology
05

Global activation at scale

Givaudan

20+ activations per year across five regions.

Challenge

A complex B2B brand had to translate into physical environments for scientific, commercial and regulatory audiences, simultaneously, across five regions.

What was at stake

  • · 20+ activations annually
  • · IFT, Fi Europe, Vitafoods flagship presence
  • · Regional execution without central bottleneck

My role

  • · Designed the global activation framework and brief templates
  • · Led creative direction for flagship trade shows
  • · Built production governance: suppliers, compliance, measurement

20+

Annual activations

5

Regions

3

Flagship industry shows

Before → After

Regional variance
Framework
Coherent activation
Consistency requires systems, not control.

Methodology applied

StrategySystemsPeopleTechnology

The through-line

What all these projects have in common.

12+

Years leading global brands

Sectors

LuxuryB2BCultureAIM&AGovernanceTransformation

What people say

From the people I've worked with.

“She operates at the intersection of strategy, governance and creativity.”

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Marion has a rare ability to operate at the intersection of brand strategy, governance, and creativity. She excels at finding creative solutions to strategic challenges while maintaining the rigor needed to protect and evolve a brand at scale.

Margarita Orsini

Head of Brand Governance, Roche

“She lines up business, customer and brand into one coherent direction.”

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Marion has this particularly strong ability to line up business priorities, customer engagement focus and brand decisions into one coherent direction. That's rare.

Thomas Ullram

Global Marketing Director, Givaudan

“She translates complex intelligence into clear, actionable brand strategy.”

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Marion has a rare ability to translate complex market intelligence and intellectual property considerations into clear, actionable brand strategies and creates an environment where internal stakeholders, external partners and cross-functional teams are aligned, engaged and clear on expectations.
Lila Dumoulin

Marketing Consultant, L'Oréal

“Portfolio strategy, value proposition, brand definition, naming, and everything in between.”

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Marion is a highly skilled brand strategist, with a wide range of experience from portfolio strategy to value proposition building to brand definition to product naming, and everything in between.

Wander Bruijel

Chief Strategy Officer, Born Ugly

“She manages complexity while driving consistency across projects and regions.”

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Marion has an excellent understanding of the business and makes sure to take into account each stakeholder's reality. She manages complexity while driving consistency and strategic alignment across projects and regions.

Rebecca Louis

Head of Content & Communication, Givaudan

“A natural strategist who defines the core challenge and shapes an elegant way forward.”

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Marion is a natural strategist, she is highly skilled at defining the core challenge or opportunity underpinning a project and developing an elegant way forward, utilising exceptional project management skills.

Nicky Young

Change Management Consultant

“She turns observation and insight into strong strategic direction.”

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She has a wonderful ability to observe, gather meaningful insights, and translate them into strong strategic directions.

Sara Diaz

Head of Marketing Europe, Griffith Foods

Every organization is different. The pattern rarely is.

Where is coherence breaking down for you?

If you're navigating growth, AI adoption, acquisitions or organizational complexity, the Brand Coherence Diagnostic™ is designed to identify where consistency is breaking down, and what to fix first.

Book a brand diagnosis callExplore the Brand Coherence Diagnostic™