Video: Redesigning Coke
HTML 5 accessible player with share button. This is the player we use on AIGA.org.
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.
Speaker bio
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.