{"id":432,"date":"2025-04-10T12:42:53","date_gmt":"2025-04-10T10:42:53","guid":{"rendered":"https:\/\/www.davidzuker.com\/design\/?post_type=portfolio&p=432"},"modified":"2026-07-30T17:57:58","modified_gmt":"2026-07-30T15:57:58","slug":"coca-cola","status":"publish","type":"portfolio","link":"https:\/\/www.davidzuker.com\/designer\/portfolio\/coca-cola\/","title":{"rendered":"COCA COLA: Global Brand Scaling"},"content":{"rendered":"
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COCA COLA<\/h1>\n

Global Brand Scaling & Visual Transcreation<\/h2>\n

Project carried out as designer for the agency Craft Worldwide (McCann Group).<\/strong><\/h5>\n[\/vc_column_text][vc_column_text css=””]\n

CHALLENGE<\/strong><\/h2>\n

Maintaining Brand Equity at High Velocity<\/strong><\/h2>\n

Coca-Cola’s visual identity is one of the most controlled brand systems in the world. Every local activation must feel culturally relevant without weakening global brand recognition. The challenge was to translate a centralized design language into market-specific digital experiences while preserving consistency across every touchpoint.<\/h4>\n[\/vc_column_text][vc_column_text css=””]\n

APPROACH<\/strong><\/h2>\n

Design System Execution<\/strong><\/h3>\n

Instead of treating each asset as an isolated deliverable, I approached the project as the implementation of a living design system. Every adaptation reinforced the same visual language across different channels, formats and user contexts.<\/h4>\n
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Brand Governance<\/strong><\/h3>\n

Working within Coca-Cola’s global guidelines required more than following specifications. It meant making hundreds of micro-decisions while protecting the integrity, hierarchy and recognizability of one of the world’s strongest brands.<\/h4>\n
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Cross-Platform Optimization<\/strong><\/h3>\n

Each deliverable was adapted to the behavioral patterns of its platform while maintaining a consistent visual experience, ensuring that every execution felt native without fragmenting the brand.<\/h4>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” css=”.vc_custom_1744280293572{margin-bottom: 50px !important;}”][vc_column width=”1\/4″][\/vc_column][vc_column width=”1\/2″]\t
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[vc_row thb_divider_position=”bottom”][vc_column][vc_row_inner content_placement=”top”][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”2\/3″ css=”.vc_custom_1773661725045{padding-top: 30px !important;}”][vc_single_image image=”598″ img_size=”” alignment=”center” css=””][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][vc_column_text css=””] COCA COLA Global Brand Scaling & Visual Transcreation Project carried out as designer for the agency Craft Worldwide (McCann Group). [\/vc_column_text][vc_column_text css=””] CHALLENGE Maintaining Brand Equity at High Velocity Coca-Cola’s visual identity is one of the most controlled brand systems in…<\/p>\n","protected":false},"author":2,"featured_media":3892,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"class_list":["post-432","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/comments?post=432"}],"version-history":[{"count":70,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/432\/revisions"}],"predecessor-version":[{"id":5059,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/portfolio\/432\/revisions\/5059"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media\/3892"}],"wp:attachment":[{"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/media?parent=432"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.davidzuker.com\/designer\/wp-json\/wp\/v2\/tags?post=432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}