From first spark to global launch, the inside story of how DocuSign’s Brand Team delivered a full-scale rebrand in just five months.

• How we secured executive buy-in
• How we operationalised at speed
• How we scaled across a global organisation without breaking the system
• What we plan ‘to do’ next

The decisions, trade-offs, and operational muscle required to move fast, and why building the right foundations matters long after launch day.

Typography is no longer just a creative choice; it has become an operational system that influences brand consistency, creative velocity, risk posture, and the ability to scale content production across channels, tools, teams, and geographies.

Scaling the In-House Creative Engine

This fireside-style interview explores how enterprise in-house creative teams are navigating the intersection of AI, talent transformation, and operating model redesign. 

John Wall from GSK shares hard-won insights from leading a 100+ person studio in a highly regulated industry, offering a candid look at what it really takes to scale creative production and where most organizations get it wrong.

What Drives Extraordinary Work

Why?

In today’s creative industry, teams have more tools and technology and manage greater complexity than ever before. Yet extraordinary work remains rare, even among talented teams.

Together, let’s explore ‘why?’ 

What truly drives brilliant execution, and why frameworks, tools, and processes alone cannot ‘create’.

Answers

Five Things I’ve Learned about Building an In-House Agency that Works with External Clients

Copper Giants is unique as an external-facing, in-house agency set up as a separate LLC, built to attract and retain the best talent - all to benefit the Liberty Mutual brand. 

With a strong foundation now in place, the next phase is clear: build on that foundation to create a thriving business that serves clients beyond our parent company.

AI experimentation is everywhere in Creative Ops, but much of it is happening in the wrong place, meaning operational impact can be minimum if at all. 

Often teams are using standalone tools and agents to speed up individual tasks, writing copy, generating assets and more. But while individuals get faster, the system doesn’t.  And in some cases, making individuals faster leads to even more bottlenecks.   

Fact

After years of AI hype, marketing leaders are now focused on what's real: practical, large-scale application.

Consequence

This pivot presents a new operational reality that forces us to rethink everything from strategy to workflow.

Response