Culligan

Global Brand System & Corporate Website
Agency | AKQA

Role: Senior Designer (Brand, UI & Design Systems)
Scope: Global rebrand, design system, corporate website redesign

Culligan is a global leader in water treatment with more than 85 years of history. After growing more than 500% through acquisitions, the brand faced a fragmented identity and digital presence across over 90 countries. The challenge was to unify this expansion under a single, cohesive system that reflected Culligan’s leadership, scientific credibility, and global scale.

I contributed to reimagining the Culligan brand from the ground up, helping establish a modern and flexible visual system that positioned water as a life-enhancing resource. The rebrand balanced human warmth with technological precision and introduced a refreshed color palette, custom iconography, 3D product renders, and lifestyle photography guidelines. These elements were consolidated into a digital brand hub to support consistency and long-term evolution.

Building on this foundation, I led the design of Culligan’s corporate website, translating the new brand system into a cohesive and scalable digital experience. The site was designed as the flagship expression of the brand, aligning with Culligan’s content strategy and reinforcing its position as a global authority in clean water solutions.

I developed the corporate UI system, page templates, and interaction patterns, and provided style guides for regional and business-unit sites to ensure consistency across the broader ecosystem. The experience was supported by a content audit and the creation of a brand anthem video featured on the homepage to unify messaging across markets.

Impact – 
Unified Culligan’s global brand across more than 90 countries
Established a scalable brand and UI system supporting future growth
Delivered a flagship corporate website that strengthened brand clarity and leadership