DP World: the move to -15

Role: Design Direction + Brand Consultation

Insight

For nearly 100 years, frozen food had been stored and shipped at -18°C, a standard with massive energy requirements and carbon output. DP World saw an opportunity to redefine the cold chain industry by lowering the global standard to -15°C, a shift that could drastically cut emissions without compromising food quality or safety.

Idea

We developed a global sustainability campaign to drive alignment across the food supply chain, from shipping to retail. The initiative framed the temperature change as a bold, actionable climate solution, uniting industry leaders behind a single goal that reduces energy consumption and enhances resilience for the future of food.

Execution

I delivered design builds and branding input for the hero film, including messaging, logo, and visual identity development.

Outcome

The campaign achieved extraordinary reach and industry impact, with:

60% of the global shipping container industry committing to the initiative

4.4 million+ organic and paid views on the hero film

11% increase in DP World’s trust rating, making it the most trusted brand in its category

Widespread global press coverage, from Bloomberg and Forbes to Cold Chain News and Just Food

Award Recognition

2025 D&AD Graphite Pencil | Impact, Climate Solution
2024 Cannes Titanium, Gold & Silver Lions | SDG, Creative B2B, Corporate Purpose

The campaign established a new industry precedent, proving how design can help power global climate solutions through collaboration, clarity, and creativity.