Case Study

Challenge / Objective

Mexx operated in over 30 markets, but local execution often strayed from brand guidelines, creating inconsistency and wasted creative spend. The challenge was to build a system that gave local teams flexibility while maintaining global cohesion.

Workstreams

• Developed modular toolkit of campaign assets adaptable for local use.

• Created digital brand guidelines and approval workflows.

• Trained regional marketing managers in toolkit application.

Results

• Unified brand execution across all markets.

• Reduced creative duplication, saving significant costs.

• Improved global recognition through consistent imagery and messaging.

Bottom Line

The brand toolkit balanced consistency with localisation, empowering markets to deliver campaigns that felt relevant yet unmistakably Mexx. This demonstrated how global brands can achieve efficiency without losing authenticity.