Cullen
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The Opportunity
Cullen Jewellery was expanding internationally, creating pressure to maintain brand consistency while entering unfamiliar markets. Without a clear framework, there was a risk of fragmented customer experiences, inefficiencies in delivery and dilution of brand identity across locations.
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How We Delivered
We developed a set of global design and spatial guidelines that translated Cullen’s brand into a scalable physical experience. This included detailed design standards aligned to their visual identity, alongside spatial principles covering experience, accessibility, sizing and location.
Working across multiple time zones, we collaborated with teams in different countries to ensure the guidelines were practical, locally adaptable and easy to implement. The framework enabled local teams to deliver new spaces independently while maintaining alignment with the global brand.
The Impact
A consistent and recognisable brand experience across international locations. The guidelines reduced design time for new sites, improved rollout efficiency and ensured that customers can enter any Cullen space globally and immediately connect with the brand.
