I build brand platforms, identities, worlds and systems.
Christie Gray is Global Head of Brand Identity & Design at Arbex, home of Andrex and Kleenex. An award-winning creative leader with fifteen years building brands globally: Coca-Cola, Carlsberg, OVO Energy and Clarks. Brands with a clear identity, a story worth telling, and the kind of trust that compounds over time.
Selected work
Building bold brands.
A brand isn’t a logo, a tone of voice, or a campaign. It’s a story with a human insight at its heart.
Christie Gray, Field Notes of a Creative Director
Recognition
Writing
Field Notes of a Creative Director.
Sharp thinking on brave brands and the clarity it takes to build them.
Craving as Strategy: The Semiotics of Domino’s Rebrand
What a pizza chain’s new identity says about appetite, codes and category convention.
Scale, Signal, and Soul: Three Brand Moves Worth Studying
Three recent brand decisions, and what they signal about where branding is going.
The Quiet Cost of Being Overlooked
Why recognition matters more than we admit.
Speaking
A point of view worth the stage.
I have a clear, unhedged point of view on where brand and creativity are heading, especially what AI does and doesn’t change about building brands that matter.
I’m developing talks on creative leadership in the age of AI, and I’m open to speaking at conferences, panels, corporate events and podcasts.