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Brand Guidelines for an Insurance Icon
Details
Led the brand guidelines refresh –– focused on creating clarity, consistency, and a more mature expression of the brand. I also built new Figma file structures, and set up systems that helped the design team work more efficiently.
scope
Art Direction
Brand Guidelines
Year
2024
Discovery
I led brand workshops to review the existing brand guidelines and identifying what was missing or unclear. We gathered examples for inspiration and map out what the design team wanted the guidelines to do — whether that was refining the current brand or adding to it. We also considered the audience: would these be for the whole company or just the design team? We decided to start with the design team, who used the brand daily and needed better tools for creating consistent work. We also explored expanding the brand’s visual system, including photography and other assets.
I led brand workshops to review the existing brand guidelines and identifying what was missing or unclear. We gathered examples for inspiration and map out what the design team wanted the guidelines to do — whether that was refining the current brand or adding to it. We also considered the audience: would these be for the whole company or just the design team? We decided to start with the design team, who used the brand daily and needed better tools for creating consistent work. We also explored expanding the brand’s visual system, including photography and other assets.
I led brand workshops to review the existing brand guidelines and identifying what was missing or unclear. We gathered examples for inspiration and map out what the design team wanted the guidelines to do — whether that was refining the current brand or adding to it. We also considered the audience: would these be for the whole company or just the design team? We decided to start with the design team, who used the brand daily and needed better tools for creating consistent work. We also explored expanding the brand’s visual system, including photography and other assets.
Delivery
I took the lead on building out the new brand guidelines. The focus was on simplifying how the brand was presented and creating practical rules the team could easily follow. I also worked on renaming and clarifying of the brand’s colour palette — each colour was named after a part of the brand’s legacy, like old TV campaigns and cultural references. It helped root the system in the company’s history while still moving it forward.
I took the lead on building out the new brand guidelines. The focus was on simplifying how the brand was presented and creating practical rules the team could easily follow. I also worked on renaming and clarifying of the brand’s colour palette — each colour was named after a part of the brand’s legacy, like old TV campaigns and cultural references. It helped root the system in the company’s history while still moving it forward.
I took the lead on building out the new brand guidelines. The focus was on simplifying how the brand was presented and creating practical rules the team could easily follow. I also worked on renaming and clarifying of the brand’s colour palette — each colour was named after a part of the brand’s legacy, like old TV campaigns and cultural references. It helped root the system in the company’s history while still moving it forward.
Support
I led the reorganisation of the design team’s Figma files and workflows. With overlapping projects — like a campaign that was also a social post — it was often unclear where things should live. I created a clear file structure, naming conventions, and labels so people could find what they needed and quickly see what others were working on. This made collaboration smoother and reduced time spent searching for files.
I led the reorganisation of the design team’s Figma files and workflows. With overlapping projects — like a campaign that was also a social post — it was often unclear where things should live. I created a clear file structure, naming conventions, and labels so people could find what they needed and quickly see what others were working on. This made collaboration smoother and reduced time spent searching for files.
I led the reorganisation of the design team’s Figma files and workflows. With overlapping projects — like a campaign that was also a social post — it was often unclear where things should live. I created a clear file structure, naming conventions, and labels so people could find what they needed and quickly see what others were working on. This made collaboration smoother and reduced time spent searching for files.
