Brand Design System Development
Crafting Strategic Brand ExperiencesiCrossing (Hearst)
Role
Led brand refresh and design system development, creating comprehensive visual guidelines and scalable templates that improved quality and efficiency across client-facing deliverables and internal communications.
Challenge
Unify brand voice across diverse client work while accelerating proposal turnaround and maintaining consistency across multiple offices.
Strategic Approach
Built scalable system balancing brand consistency with flexibility
Established governance and adoption framework for long-term alignment
Design Execution
Created modular template library for proposals, decks, and client deliverables
Developed accessible brand guidelines for both internal and external needs
Business Impact
Strengthened brand perception and consistency across all client engagements
Established scalable design operations supporting agency-wide growth and client service expansion
Client iCrossing (Hearst)
Disciplines Brand Systems & Development
