Legg Mason’s affiliates brought distinct identities and regional perspectives to the business. Extending a common brand direction across their digital properties required sensitivity to those differences.

The challenge was to establish consistency at the enterprise level while keeping each affiliate recognizable and relevant to its audience.

Create a shared design language that could connect the business across digital channels and accommodate the character of individual brands.

Success depended on balancing what belonged to the broader enterprise with what made each affiliate distinct. That balance shaped both the creative direction and the digital experience.

I built and managed the multidisciplinary team responsible for designing and developing internal and external digital properties across Legg Mason’s subsidiaries and affiliates.

I was responsible for: global digital brand management and the development of a common visual language. I connected the broader brand direction with the design work being delivered across individual properties.

The work brought together brand exploration, site architecture and interface design across properties including Legg Mason, Western Asset and ClearBridge.

Mood boards explored visual direction, while sitemaps and page designs translated that direction into digital experiences. The emphasis was on creating a coherent relationship across properties while retaining regional and cultural identity.