THEODORE LIN
THEODORE LIN
As Herbalife operates across more than 95 markets, maintaining a consistent brand expression requires clear governance and shared standards.
I helped develop and implement a global brand governance framework designed to guide how the brand is expressed across regions, channels, and product categories.
Global Brand Governance
Herbalife - Building a Unified Brand System Across 95+ Markets
The Challenge
With thousands of creative assets produced across global teams each year, the brand required clearer guardrails to ensure consistency while still allowing regional flexibility.
Key challenges included:
Inconsistent interpretation of brand guidelines across markets
Growing volume of creative assets across teams and agencies
Inefficient review cycles and rework
Fragmented brand expression globally
The challenge was to create a governance structure that protects the brand while enabling teams to work efficiently.
Clear Brand Standards
Development of a comprehensive Brand Guidebook defining typography, color systems, visual language, and asset usage.
Structured Review Process
A centralized brand review workflow providing clear parameters while maintaining collaborative feedback
with regional teams.
Global
Alignment
Ongoing partnership with global and regional stakeholders to ensure brand execution remains culturally relevant while aligned with global standards.
Approach
The governance framework is built aroundthree pillars:
Leadership
Global Brand Manager overseeing brand review and governance.
Responsibilities include:
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Lead global brand review and governance processes
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Develop and evolve the Herbalife Brand Guidebook
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Provide art direction and strategic feedback to regional teams
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Ensure alignment across campaigns, packaging, and events
Impact
The governance framework supports brand consistency at global scale while enabling teams to work more efficiently.
• Applied across 95+ markets
• Guides thousands of creative assets annually
• Strengthens global brand clarity and consistency