©
2023
Challenge
I recognized a critical problem affecting our entire operation: inconsistent deliverables were creating inefficiencies internally and eroding brand trust in the marketplace. We were losing our competitive edge because our brand lacked cohesion across consumer touchpoints.
The complexity was significant—we needed to unify five distinct product lines, each with its own color palette and supporting graphics, across e-commerce, email, digital marketing, and social media. The system had to serve both marketing and product design teams while preserving each product line's individual identity within the overarching brand architecture. Before any design work could begin, I had to secure stakeholder buy-in for this ambitious undertaking—demonstrating the business case for investing in a comprehensive design system and the long-term value it would deliver.
Approach
I initiated and led this project, first building the case for change with stakeholders by presenting data on the costs of inconsistency and the competitive advantage of a unified system. Once approved, I assembled a team of freelancers to tackle different components of the system. My role was to establish the strategic vision, define the scope, and manage the execution across multiple workstreams.
We built a comprehensive design system that included: - Colors, typography, and foundational visual elements - Illustrations and iconography libraries - Photography guidelines and asset collections - Email templates and website components The most challenging aspect was creating a framework flexible enough to accommodate five product lines with distinct visual identities while maintaining brand integrity across all digital touchpoints. I developed a modular approach that established core brand principles at the system level, with defined parameters for product-specific variations.
Managing the freelance team required clear documentation, regular alignment sessions, and a rigorous review process to ensure consistency across all deliverables. I created briefs for each component, established quality standards, and maintained a central repository of approved assets.
Once the system was built, I led the education and training of both the marketing and product design teams on its proper use. This included creating comprehensive documentation, conducting hands-on workshops, and establishing ongoing support channels to ensure successful adoption across the organization.
Social Animation
Amazon Brandstory
Impact
The hybrid design system transformed how we operated—streamlining production, eliminating inconsistencies, and restoring brand clarity in the marketplace.
Teams could now deploy deliverables efficiently while maintaining the integrity that makes Nuun distinctive. The investment in training ensured the system became embedded in our workflow rather than sitting unused.
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