Kraft
interactive playbook / uX Design
Project: The Makers Playbook
Role: Art Director, Designer
Services: UX Design, Interactive Content, Internal Communication, Brand Alignment
The Challenge
With over 500 marketers across its brand portfolio, Kraft Heinz needed a better way to connect its teams, share institutional knowledge, and align around a unified vision. The marketing division—rebranded as “Makers”—had plenty of tools and resources, but no centralized, intuitive hub to house them.
The ask: create a digital-first, interactive playbook that could serve as a go-to source for inspiration, onboarding, and best practices; something accessible, navigable, and actually useful.
The Concept
I approached the playbook not as a static document, but as a living, breathing experience, more like a website than a PDF. The structure was built around tiered content levels, with intuitive navigation, scannable layouts, and built-in interactivity that encouraged exploration.
The visual tone was clean, bold, and on-brand, designed to feel like an extension of Kraft Heinz’s commitment to clarity, creativity, and action.
Execution
As Art Director and Designer, I led the creative development from concept through launch, including:
UX strategy and page architecture modeled after modern web experiences
Visual design system built for clarity, hierarchy, and easy scanning
Embedded links, internal navigation, and interactive content modules
Responsive layout designed to function seamlessly across devices, online or offline
The final product was a highly scalable, user-friendly tool that empowered teams to explore resources, align on standards, and tap into shared knowledge across brands and business units.
The Impact
The Makers Playbook quickly became a cornerstone of Kraft Heinz’s internal marketing ecosystem.
Improved team onboarding and resource access across 500+ marketers
Increased visibility and consistency across global brand teams
Earned special commendation from the Kraft Heinz global CMO
What started as an internal resource turned into a key driver of team culture, connection, and shared creative vision.
