Branding • Design System • Templates
Jade Brand Development
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.
The Problem
As Jade expanded its products and services, it led to mixed identities that were difficult to manage and resulted in inconsistent communications.
Goals
To develop a comprehensive design system that optimises the workflow of the design team and enables staff to consistently maintain high quality brand communications.
The Solution
A new branded house design system, with the creation of accessible templates and assets.
New brand system
Jade's products and services were transitioned from a collection of individual brands to a unified branded house model, where all new 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 provided a consistent identity but also made them easy to interchange and scale as new products and services were created.
Example of the new design system implemented across pull-up banners.
Accessible 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.
Final assets produced
Image library
Logo files
Promotional event collateral
Email signatures
PowerPoint and sales templates
Documentation templates
Brand guidelines
Animated STINGS
Merchandise collateral
Social media assets
The Results