MEDIA RESPONSIBILITY INDEX
IPG Mediabrands Media Responsibility Index
Conceptualization
Design Evolution
Creative Direction
Branding
The Media Responsibility Index (MRI) is IPG Mediabrands’ global framework for advancing brand safety, accountability, and harm reduction across the media ecosystem. What began as a focused evaluation of a small group of platforms grew into a widely referenced program used by clients and partners around the world.
As the creative lead for MRI, I inherited an initiative with strong intelligence behind it but a system that was difficult and bland for teams to engage with. Leadership needed the program to feel authoritative, modern, and scalable as its influence expanded across markets.
I led a comprehensive redesign that transformed dense analysis into clear, persuasive storytelling. A new modular visual language allowed MRI to flex across reports, executive briefings, partner materials, global launches, and internal education. The system helped shift the program from a static publication into a living platform people could actively use.
As Mediabrands and MAGNA evolved their broader brand identity, I guided MRI through each transition, ensuring continuity while modernizing its expression. With every edition, the work became more legible, more credible, and more embedded in how teams and clients discussed responsible investment.
MRI ultimately expanded to assess more than 150 partners across 15 countries, grounding conversations in shared ESG priorities and giving stakeholders practical tools for accountability.
In partnership with communications and strategy teams, global rollouts along with a new brand lockup helped teams introduce the latest MRI with clarity and confidence, reinforcing its role in client conversations worldwide.
Across the three iterations I led, beginning with version three, the design matured from an initial foundation into a fully integrated system. With each release, I refined the visual language, advanced how information surfaced, and preserved the core architecture so the system could evolve without losing recognition or trust.
