#MAKE
HISTORY

Design: Laurie Peters.
#MAKEHISTORY Messaging: Katrina Fox.

CLIENT. PMI

YEAR. 2019 - 2020

SERVICE. EVP & EMPLOYER BRANDING

PROJECT OVERVIEW

The Make History project was an employer branding initiative for Philip Morris International (PMI), aimed at redefining how the organisation presented itself as an employer. I played a central role in the development of both the initial and updated versions of the employer brand, contributing through Dawson Walker in London for the first version and Peters-Fox Ltd for the second iteration.

KEY RESPONSIBILITIES

Designer, Art Director, and Illustrator/Animator :

  • Created new assets to expand and enhance PMI’s employer brand toolkit.

  • Developed a comprehensive 100+ page employer brand guideline document to ensure consistent application of the brand.

  • Designed a new color palette and provided a detailed rationale for its adoption, introducing fresh, vibrant tones to align with PMI’s evolving narrative.

Strategic Collaboration:

Partnered with Katrina Fox at Peters-Fox Ltd to refine the messaging and create a compelling strap-line that gave employees a strong sense of purpose in joining one of the world’s largest organisations.

VARIOUS MAKE HISTORY VISUALS

CHALLENGES
Balancing innovation with the established tone of PMI’s global identity.

Crafting assets that resonated across diverse cultural and organizational contexts.

Ensuring the new guidelines and assets seamlessly integrated with existing materials.

OUTCOME
The updated Make History employer brand delivered a stronger, more cohesive visual and messaging framework. The project provided PMI with:

  • A robust guideline document to standardize employer branding efforts globally.

  • A revitalized visual identity, including a bold new color palette.

  • Messaging that empowered employees and reinforced PMI’s position as a purpose-driven employer.

THE OUTCOME
The Make History project stands as a key example of my ability to lead design and art direction efforts at scale, while collaborating effectively to align creative execution with strategic goals. The updated employer brand continues to shape PMI’s employee value proposition and global identity.