GLOBAL FINANCE
TRANSFORMATION
UPS
Project Summary
Project Camaro was IBM’s strategic pursuit to support UPS with a multi-year, finance-led transformation of its Record-to-Report (R2R) operations. The engagement combined enterprise storytelling, brand alignment, and immersive experience design to position IBM as both a technical and cultural partner.
My Role
Creative Director — led creative vision and execution across branding, content strategy, motion design, presentation, and physical experience.
Client / Team Context
IBM pursuit team partnering with UPS finance and transformation leadership during a high-stakes executive orals engagement.
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Challenge 1: Create a pitch that felt personal, tactile, and memorable.
Solution: Designed a two-tier packaging system for both client and IBM teams using premium materials, personalized labels, and QR-linked digital content, reinforcing thoughtful delivery and attention to detail.Challenge 2: Translate complex finance transformation into a clear, compelling narrative.
Solution: Used motion graphics, infographics, and keynote storytelling to visualize the R2R roadmap and outcomes, focusing on simplicity, clarity, and emotional resonance.Challenge 3: Demonstrate cultural and strategic alignment between IBM and UPS.
Solution: Created a unified brand system, The Power of Brown + Blue, expressed across all visuals, collateral, and experiential elements, including a symbolic metal “Balance Compass.” -
Digital & Presentation Assets
64-page presentation book (print + digital)
Executive keynote presentation
Endorsement and demo videos
Transition timeline posters
R2R infographics and visual roadmaps
Tactile & Experiential Materials
Custom client packaging with QR-coded labels
Branded IBMer envelope packages and trifold maps
Metal “Balance Compass” symbolic artifact
Bio cards, name tags, and large-format foamcore posters
40 total curated packages produced
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Strong executive engagement during the UPS orals presentation
Clear articulation of transformation vision and financial impact
Unified visual and experiential system reinforcing partnership
Positioned IBM as a strategic, culturally aligned transformation partner
The experience elevated IBM beyond a solution provider, using storytelling, design, and tangible proof points to build trust, alignment, and momentum toward the next phase of engagement.
