BRAND SYSTEM DEVELOPMENT : CONTENT PARTNERSHIPS
When Deadpool & Wolverine became one of the biggest theatrical events of 2024, Meta Quest had a unique opportunity — and a significant brand challenge. How do you let a franchise defined by rule-breaking live inside a system built for brand consistency?
As Creative Director on the campaign, I oversaw the development of the Deadpool Campaign Design System — a comprehensive creative framework that needed to channel the irreverent, chaotic energy of the Deadpool IP while maintaining clear Meta Quest brand attribution across every touchpoint.
The design challenge was uniquely complex: Deadpool's visual language is deliberately subversive, loud, and rule-breaking, while Meta Quest's brand foundations demand clarity, cohesion, and consistency.
Working under tight deadlines and rapidly evolving requirements, I developed colour treatments, branding hierarchies, and system usage guidelines that gave the campaign authentic Deadpool energy - letting the IP breathe on its own terms - while embedding Quest attribution into the system architecture so brand presence was never an afterthought.
The system was designed to be adopted, not just admired. I onboarded and trained agency partners on the framework, ensuring creative quality and consistency scaled well beyond my direct involvement — delivering work that felt authentically Deadpool and unmistakably Quest across every channel and touchpoint.
The Deadpool design system was recognised internally as a forward-thinking model for how Meta Quest navigates complex third-party IP partnerships — building not just for the immediate campaign, but toward a long-term approach that makes smart creative risk-taking possible by establishing robust guardrails upfront. The approach has since influenced how the team tackles 3P brand partnerships at scale.