Archive Record 05.Clever: Internal Brand
& Culture
An overview of my creative work within Clever’s internal brand and culture, developed across more than two years as an in-house multidisciplinary designer.
From employee apparel and recognition systems to editorial design, internal communications, events and AI-generated content, I worked across formats and departments to translate Clever’s identity into engaging, tangible experiences for its employees.
The collection highlights the breadth of creative disciplines I contributed to: from concept and art direction through to design, production, motion and AI-assisted content creation.
Art Direction, Graphic Design & Creative Production
Client: Clever Advertising
Role: Art Direction | Graphic Design | Apparel Design | Motion & AI | Internal Communication | Event Creative
Scale: Over 500+ Employees
Project Type: In-house Creative & Brand Culture
Date: 2024-2026
Status: Completed
Selected Work
1. Apparel & Culture
Design Focus: Translating Clever’s identity into wearable expressions of culture, humor and belonging.
Deliverables: Employee shirts for different events and special days (ex: Pink October, Clever’s Birthday, etc.), team kits, kitchen staff food-pun series and other internal apparel.
2. Recognition
Design Focus: Creating visual identities and tangible experiences around employee recognition and celebration.
Deliverables: Sir Playhill (Clever’s recognition mascot), recognition symbols, personalised materials and supporting digital content, including AI-generated video.
3. Editorial & Internal Communication
Design Focus: Designing internal & external communication systems that make information, culture and company initiatives more engaging.
Deliverables: Magazine spreads, employee handbooks, internal campaigns, onboarding materials and digital communications.
4. Events & Special Projects
Design Focus: Extending Clever’s identity into internal events and physical experiences, from concept through to execution.
Deliverables: Event identities, apparel, environmental graphics, supporting materials and creative production across multiple company events.
This archive presents a curated selection of work developed across Clever’s creative ecosystem. Rather than documenting every deliverable, it highlights selected projects that represent the range of formats, disciplines and creative challenges I worked across.
Results & Impact
Brand Beyond the Workplace:
Clever apparel became part of employees' everyday lives, with pieces being worn regularly both inside and outside the workplace, extending the brand naturally beyond the company environment.
A Creative Go-To:
Consistent recognition for the quality of my work led to recurring requests from different teams and departments, positioning me as a go-to creative resource for internal initiatives.
Culture Through Design:
From apparel to editorial, events and digital content, the work became part of the everyday visual expression of Clever's culture, helping turn the brand into something employees could interact/identify with.