In brief (~1 min read)
Brought in to lead Hilti’s North European creative hub, I was tasked with redefining how the brand shows up across Great Britain, Ireland and the Nordics—connecting creative ambition with real business impact.
At the heart of this was the rollout of Hilti’s refreshed brand identity across five markets. I led the strategic approach and end‑to‑end delivery, translating global brand principles into a cohesive, locally relevant system that could scale across channels—from campaigns and digital to retail, events and physical assets.
The result is a more unified, modern brand experience—built to move faster, work harder, and resonate more strongly with customers across the region.
In detail
I was brought into Hilti to lead the North European creative hub—setting the creative direction and raising the bar for how the brand shows up across Great Britain, Ireland and the Nordic markets. My role was about more than just delivering strong creative; it was about positioning creativity as a real driver of business impact, connecting brand, customer experience, and commercial goals.
I shaped the regional creative strategy, building a more joined‑up, insight‑led approach that balanced global brand ambition with what each market actually needed. A big part of this was putting the right frameworks, standards and ways of working in place—giving teams the clarity and confidence to move faster while keeping everything consistent and on‑brand.
One of the key pieces of work I led was the rollout of Hilti’s refreshed brand identity across Great Britain, Ireland, Denmark, Finland and Sweden. This went beyond rollout—it was about defining how the brand came to life in each market in a way that still felt cohesive.
Working across the region, I led the delivery of a fully integrated set of brand experiences, including:
- Campaign platforms and adaptable market toolkits
- Digital and social content ecosystems built for engagement and performance
- Retail and point‑of‑sale environments to elevate the in‑store experience
- Fleet branding and physical assets to increase visibility on the ground
- Employer branding and recruitment campaigns
- Major events and tradeshow activations
I also played a key role in aligning stakeholders across markets, embedding a more structured creative process, and building a culture that pushed for higher creative standards. The result was a much more consistent and modern brand presence—one that not only strengthened recognition across five countries, but also helped teams work more efficiently and deliver better results.
