Scaling leadership through visual design.
I worked at an intersection of behavioural development, learning design, and visual communication, supporting the local rollout of iconic programs that had already transformed millions globally. This wasn’t just about the design work, but about being immersed into some of the most powerful leadership content in the world.
Years
2013-2019
Client
Challenge
Designing localised training products for a global brand.
When I joined FranklinCovey Brasil, I was stepping into a legacy. The global brand is known for producing some of the most respected leadership and productivity programs in the world.
My role was to help bring these materials to life in Brazil, in ways that resonated to our local audience while maintaining brand assurance.
Process
The design work as a development opportunity.
Instead of any transactional job, This editorial localisation projects was also a self development opportunity. These were globally recognised frameworks, The 7 Habits of Highly Effective People, The 4 Disciplines of Execution, Leading at the Speed of Trust, and each one came with deep intellectual property, structured facilitator guides, and supporting implementation tools.
Working with translators, video editors and executive leadership, We immersed ourselves in the content, treating it with the same respect We’d give to original authorship. From tone of voice and cultural nuance to layout choices and visual consistency, every piece was crafted to preserve the integrity of the global Intellectual Property while making it relatable for a Brazilian audience.
Solution
Bringing transformational frameworks to national scale.
Over the engagements with FranklinCovey Brazil, I collaborated closely with project leads, sales executives, and content experts, localising and editing over 8,400 pages of training materials, including full-scale trainer kits, workbooks, participant guides, slide decks, and supplementary assets across major programs like:
- The 7 Habits of Highly Effective People
- The 4 Disciplines of Execution
- Leading at the Speed of Trust
- The 6 Critical Practices for Leading a Team
- Find Out Why
- …and more.
Whenever a new program was entering the market, I’d be involved early on, reviewing assets, collaborating with stakeholders and adapting layouts, preparing both digital and print materials for launch.
I also supported the rollout of major national campaigns. That included design and comms for national T&D conventions, investor pitch decks, strategic launch campaigns, and targeted corporate events.
Results
Editorial design to enable behaviour development.
By the end, I had worked with than 10 flagship global programs, each one a cornerstone in leadership development. From the The 7 Habits of Highly Effective People to Leading at the Speed of Trust, these were more than just learning products, they were transformational experiences.
The design and marketing work played a foundational role in establishing FranklinCovey’s presence and credibility across Brazil. More importantly, I was able to access invaluable knowledge that genuinely impacts people and organisations, developing solutions that consider both the brand and the local culture.
Takeaways
The design secrets behind global flagship programs.
This was one of the most valuable experiences of my career.
Not just because of the volume of content or the scale of the responsibility, but because I got to work intimately with content that changes lives. Seeing how rigorous, well-researched behavioural frameworks were packaged, taught, and implemented gave me a unique lens on what high-impact communication really looks like.
This project taught me that design learning experiences isn’t just about content or aesthetics, it’s about structuring them to bring better influence, clarity, and impact to users.