Implementing a Rebrand
In a 3-month sprint, I led a trio of designers in building a new visual design system to implement fresh brand guidelines.
Process
Source Material
We received new brand guidelines from an external agency. These included detailed governance primarily for brand assets (e.g. web design, social images).
Pressure Testing
When trying to apply these new brand guidelines to our program insights design, we had to wade through a lot of ‘messy middle’ exploration. The highly branded elements in the guidelines (e.g. vibrant gradients, angular geometry) felt in conflict with how we typically approach information design.
We needed a way to reconcile the flair of the new brand with the clarity & credibility we try to prioritize in our insights.
Stakeholder Alignment
When we started to converge on a few design directions that balanced the new brand with our insights design needs, we presented a recommended approach (with alternatives) to executive stakeholders.
Fine Tuning
After deciding on a design direction, we mapped out specific design options on a spectrum to help build conviction in the details of how to flesh out the new design.
Building & Testing
With more design details finalized, I built a functional beta version of the new design system. Our entire design team tested the new system by attempting to reskin a lesson from the old system using the new components.