Overview
I led Jade's transition from disparate brands to a unified branded house model, crafting a clear design system and deploying accessible templates/assets company-wide. This successfully strengthened the company's brand identity both internally and externally.
My Role:
Designer (Team of 3)
Timeframe:
12 months
Tools:
Adobe, Microsoft Office
Problem
As Jade expanded its products and services over the years, it led to mixed identities that were difficult to manage and resulted in inconsistent communications.
The goal was to develop a comprehensive design system that optimises the workflow of the design team and enables staff to consistently maintain high quality brand communications.
Example of old Jade brands and product identities
Solution
The solution, a new branded house design system, with the creation of accessible templates and assets. Jade's products and services were transitioned from a collection of individual brands to a unified branded house model, where all products and services would align under the parent company 'Jade.' The brands now unified under a consistent logo lock-up, featuring identifiers enclosed in a 'squircle.' This not only created a set of consistent identities, but also made it easy to cross-sell and scale as new products and services were created.
Revised brand structure
Templates
As part of the rebranding effort, we prioritised creating accessible templates and assets that could be utilised company-wide. It was essential for these resources to be user-friendly to ensure consistent high-quality brand output. Given that many staff members operated across multiple lines of business and engaged in cross-selling, it was important to ensure seamless integration and interchangeability among the brands.
To achieve this, our guidelines standardised the layout across all brands, requiring only the replacement of the logo, brand colour, and unique imagery-all of which were conveniently accessible in a shared library of assets and folders. A list of all the assets that were successfully distributed company wide can be seen below:
Image Library
Logo files
Promotional event collateral
Email signatures
PowerPoint and sales templates
Documentation templates
Brand guidelines
Animated STINGS
Merchandise collateral
Social media assets
Powerpoint templates
Pull-up banners
Visual identity guides
I created a series of 'mini VIGS' which defined key guidelines for each brand, made avaible for both internal and external use.
Photo library
I directed a company photoshoot to capture key values for my line of business and initiated my own photoshoot to add to our photo library, some of which are depicted below.
Results
Our team of three successfully launched a new brand identity to over 200 staff members globally. This led to consistent internal and external communications. Additionally, the new templates and assets significantly improved delivery time within our team by automating many time-consuming tasks.