Brand System Refresh, Advantage
Project Date: 2023-2025
I took on the challenge of reorganizing a chaotic and overly detailed brand guideline into something clear, practical, and usable. The original PDF was dense and difficult to apply across everyday design needs. I streamlined the structure, removed unnecessary complexity, and began building a new modular UI system in Figma to support more consistent, scalable design across internal teams.
After rollout, we implemented the refreshed brand system across a variety of marketing materials, which helped streamline the design process and improve cross-team alignment.
Scope:
Audit of existing PDF brand guideline
Reorganization and simplification of core content (color, typography, logo use)
Creation of updated guideline layout for internal clarity
Development of foundational styles in Figma (color system, typography, buttons)
Collaboration with marketing and design stakeholders for feedback and rollout planning
Implementation across marketing materials for greater consistency and efficiency
Tools Used: Illustrator, InDesign, Photoshop, Canva, Figma
Project Impact
Improved usability of the brand guideline by restructuring dense, scattered content into a simplified, intuitive format
Reduced ambiguity for internal teams by establishing clear styles for colour, typography, and basic components
Accelerated design workflow, especially for internal decks and marketing materials
Increased adoption of brand standards across teams through clearer organization and easier access to assets
Laid the groundwork for a scalable, digital-first brand system with potential for web, motion, and interactive use cases
