Video: Redesigning Coke
Filmed on: October 10, 2009
About this video
Coca-Cola has over 3,000 products, 450 brands, is local in over 200 countries and has close to a million employees. Managing consistency and scale requires a holistic approach to Design. We’ll double-click on how we think and what we do with design in redesigning Coca-Cola.
David Butler is the vice president of global design at The Coca-Cola Company, leading the organization’s global vision and strategy for design and building its reputation as a design-driven company. Butler began his career as a graphic designer developing brand identity systems and print communications for a range of global brands, companies and NGOs including the International Olympic Committee, Delta Airlines, Cartoon Network and UPS. In the late 1990s, Butler joined Studio Archetype to design large-scale integrated branding systems, websites and interactive applications for UPS, Gucci, Bank of America and United Airlines. He went on to build and lead a global strategic planning function at Sapient, in New York. In 2004 Butler joined Coca-Cola to sharpen its focus on design as a competitive advantage. Butler is a frequent lecturer and active member of the board of directors at the Museum of Design, Atlanta. For more than a decade, he has also been an adjunct professor and member of the board of advisors at Portfolio Center. He holds a BA in mass communications from the University of South Florida.