Cloud marketplace brand revamp
Marketing managers making on-brand materials on their own.
Brand refresh, 53-page style guide and 52-page design system for a global cloud marketplace.
Brand
Cloud division of a global IT distributor
When
2021-2023
Context
In-house, as lead designer and design team manager
What the client needed
A global leader in cloud services needed a refreshed visual identity that stayed aligned with its parent brand while letting the cloud division stand out. The goal: a cohesive design language, brand guidelines, templates and a design system to keep global campaigns and platforms consistent, and to let marketing managers work faster.
What I did
Lead designer and manager of the design team.
Done in-house, as part of a team. What’s shown here is the part I designed or directed.
Competitor & trend research
Global branding trends and competitors, to position the brand as an industry leader.
Brand development
A 53-page brand style guide: typography, color, logo usage and applications across print and digital.
Templates
Social media, email, landing pages, digital ads and motion graphics, hosted on SharePoint and Canva for global access.
Design system
A 52-page design system and UI kit built on Atomic Design: typography, iconography, interactive elements and layout for desktop and mobile.
Campaign guidelines
Co-branding rules and templates for consistent campaigns across regions.
Team leadership
Managed the global design team through the rollout.
Services: Brand identity, Competitor & trend research, Design systems, UI kits, Templates, Marketing assets, Web design, Motion graphics.
Outcome
Marketing managers making on-brand materials on their own.
A new visual presence
The new identity, design system and template library transformed the brand’s visual presence.
Teams working better together
Design and development teams collaborated better, marketing processes got faster, and branding stayed consistent across platforms, channels and regions.
Self-serve, on brand
Marketing managers could produce high-quality branded materials on their own.