COMMUNICATION STRATEGY • CREATIVE STORYTELLING
Scott Culling
I think like a strategist, execute like a creative, and deliver like a producer.
I work at the intersection of the executive conversation and the creative output, turning complex organizational change into narratives, visual systems, and content experiences that move people.
With 20+ years across communications strategy and creative direction, I bring end-to-end capability: from shaping leadership messaging to producing the finished design, video, and experience myself, without handing it off.
Most recently, I was the communications and creative engine for the Global CIO Office at Mercedes-Benz Financial Services, producing content and experiences for a global IT team of 1,100+ colleagues across four regions.
I also run Knockout Punch Productions, a creative production company, and lead KILLER DILLER, a
11-piece traditional ska ensemble. That side of my work isn't separate from what I do professionally.
It's where I keep my instincts sharp for pacing, flow, emotional impact, and what makes an audience take notice.
KNOWLEDGE MANAGEMENT & ORGANIZATIONAL LEARNING
3) TechConnect : Global Learning Platform
Building a global knowledge portal powered by the people building the future
82+
live sessions
140+
presenters, 10 countries
1700+
live attendees
3,000+
video views
Colleagues teaching colleagues, real expertise, shared live.
Deep dives into the tools, technologies, and innovations shaping how we work.
Where success stories become learning moments for the whole organization.
Live, colleague-led sessions that turn internal expertise into shared knowledge.
The technology conversation, brought to life by the people closest to it.
MY ROLE
Program Lead • Concept Design • Content & Experience Execution • Project Management • Video & Audio Production
THE CONTEXT
Across a global IT organization, expertise was everywhere. Visibility was not. Teams in the US, Germany, China, South Africa and beyond were doing great work, solving problems, testing new technologies. But the knowledge was staying within the teams creating it.
BRAND STRATEGY & VISUAL IDENTITY SYSTEMS
1) Brand Evolution Thoughout Organizational Change
Building identity systems that hold an organization together while everything around it is changing
3
rebrands led
4
global regions
9+
years of evolution
1,100+
colleagues impacted
Continuing the evolution
Bringing the brand to life on the devices colleagues carry every day.
2018-2021
Logos and branding elements across multiple programs built within a unified brand system
Strategy visualization
Strategic objectives translating leadership priorities into a clear, visually consistent framework
Global overview
Overview mapping the CIO organization and its global reach across regions and teams.
Tech Moves Us
Tagline that gave the IT team a shared identity and rallying point across global regions
The Hexagon
Defining the hexagon container used to frame and unify initiative logos across the brand
Hexagon logo evolution
Recent iteration of the brand, evolved to align with updated company identity standards.
Strategy visualization
Recent strategic objectives translating leadership priorities into a visual framework
MY ROLE
Creative Director • Internal Brand Lead • Visual Identity Designer • Communications Strategist • Messaging Architect
THE CONTEXT
Over nearly a decade, an automotive financial services company went through three significant identity shifts. Each change reshaped not just the external brand, but the internal identity of the IT organization itself.
CHANGE MANAGEMENT & CULTURAL TRANSFORMATI0N
2) Celebrating a Global Team and Elevating IT
Turning internal communicatons into human connection across a global organization
43
colleagues featured
#1
most engaged content
Weekly
consistent cadence
What makes ITM, ITM — told by the people who live it every day.
The people behind the technology, seen and celebrated.
Real stories from the colleagues who keep the organization moving.
A culture captured, the values, energy, and identity of ITM, in their own words.
Every region, every role, one shared story.
The faces, voices, and moments that define what ITM stands for.
A team of 1,100+ and every one of them part of the story.
MY ROLE
Program Lead • Concept Design • Content & Experience Execution
THE CONTEXT
A global IT organization of 1,100+ colleagues spread across four global regions was technically connected with shared systems, strategy and goals. But culturally? Fragmented. People know their own teams and work, but not each other.
EXECUTIVE EXPERIENCE DESIGN & EVENT PRODUCTION
4) Global Leadership Xchange
Turning a bi-annual executive meeting into a branded leadership experience leaders actually looked forward to
30+
global leaders onsite
40+
hybrid participants
3 days
immersive experience
More Than a Meeting
A leadership experience, from the first touchpoint to the final session.
The Theme as Strategy
Tour de France. Formula 1. Not decoration, a lens that reframed how leadership saw the road ahead.
Every Detail, Intentional
Branding, environment, content, and experience designed together as one integrated whole.
Turning an annual executive meeting into a branded leadership experience people actually looked forward to
Built Around a Theme
Every GLX anchored to a strategic metaphor that gave the entire event a single, coherent voice.
Turning an annual executive meeting into a branded leadership experience people actually looked forward to
The Room Feels Different
When an event is designed with intention, people arrive differently, and leave with something real.
A Bi-Annual Tradition
Twice a year, global leadership gathered around an experience built to move thinking forward.
From Concept to Closing
Full event production from strategic theme development through to the final branded moment.
Designed to Be Remembered
Executive experiences that stick because every element was built to reinforce a single idea.
MY ROLE
Creative Director • Experience Designer • Executive Presentation Coach • Event App Design • Visual Identity • Hybrid Participant Architect
THE CONTEXT
The Global Leadership Xchange (GLX) is a bi-annual summit bringing together approximately 70 leaders from around the organization for 3 days of strategy, collaboration and team building, both in person and remote.
DATA VISUALIZATION & INFORMATION DESIGN
5) Mainframe Replacement Appreciation Map
Making a massive IT transformation visible, human and worth celebrating, one milestone at a time.
280+
colleagues invovled
920+
project tasks
238
major milestones
354 days. 280+ colleagues. 920+ tasks. The Appreciation Map made the full scale of the transformation something people could actually see.
Eight workstreams moving simultaneously toward a single go-live visualized as one connected, living view of the work in progress.
Every milestone marked, every team recognized. A tool designed to make sure no contribution disappeared into the complexity around it.
Behind every task and timeline were real people doing remarkable work. The Appreciation Map made sure the organization saw them.
MY ROLE
Communications Lead • Concept Design • Data Translation & Visualization • Production Lead for Large-Scale Physical Installation
THE CONTEXT
A global region was undergoing one of the most complex IT transformations the organization had taken. Over 354 days, 280+ colleagues across 8 workstreams worked in parallel to consolidate 32 applications down to 14, with 920+ tasks, all moving simultaneously toward a single go-live moment. The challenge was to make sure people understood where the program stood, felt connected to the bigger picture, and had moments to recognize the work being done around them.