Burberry: Designing for Wellness With Luxury in Mind
Project Overview
Burberry partnered with WTW to launch an internal wellness initiative aimed at supporting employee health and engagement. I led the creative development of a visual campaign that merged Burberry’s iconic brand identity with a fresh, uplifting tone—showcasing how wellness and fashion can coexist within internal communication design.
The Challenge
Burberry’s internal wellness communications needed to reflect the luxury and elegance of the brand, while remaining approachable and clear. The challenge was to design a campaign that wouldn’t feel overly corporate or sterile, but instead align with the emotional and aspirational tone associated with Burberry—while maintaining functionality and clarity across print and digital formats.
The Strategy
We leaned into Burberry’s high-end aesthetic and blended it with a light, airy design language—featuring soft textures, modern typography, and warm, wellness-forward imagery. The goal was to create a seamless experience that supported employee wellbeing while reinforcing pride in the brand.
Creative Execution
Deliverables included:
Campaign Theme Design – Visual direction aligned with Burberry’s brand while tailored for internal health messaging
Print Materials – Posters, wellness booklets, postcards, and desk drop pieces
Digital Assets – Web banners, internal email graphics, and mobile-friendly visuals
Lifestyle Visuals – Directional guidance for photography and image selection to reflect diversity and inclusivity
Tone & Copy Integration – Supported the alignment of brand voice across written and visual assets
Results & Impact
The wellness campaign was well received across the organization, with employees engaging positively with the materials and leadership recognizing the visual campaign as a thoughtful extension of the Burberry brand. The design system also laid the foundation for future internal initiatives around wellbeing and culture.
“The campaign struck the perfect balance—stylish, uplifting, and deeply human. It looked and felt like Burberry from the inside out.”
— Internal Communications Lead, Burberry
Project Scope
Role: Lead Designer, Campaign Creative Director
Agency Partner: WTW
Deliverables: Wellness Campaign Visual Identity, Print & Digital Assets, Brand Voice Integration
