PenFed UX brandguide
Role: Design lead
A brand guide that highlights the core values and attributes of how the the UX team at Penfed approaches design.
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Objective
The UX team had previously lacked a brand guide. To address this gap, we embarked on a strategic initiative to create a clear and concise document outlining our brand identity.
Strategy
- Market analysis and synthesis to get a better understanding of what information is typically shared in a brand guide
- We found that the brand guided needed to cover a lot of breadth in the areas of core values, attributes, elements and process but less depth in the explanation of each
Goal
- Design a brandguide that embodies the UX team at Penfed
- have the brand guide be accessible by viewers with a design and non design background.
Thinking from a viewers perspective
The goal for the brand guide was consistency with the digital team's established design. While the page layouts were pre-determined, I ensured the UX content was clear, concise, and easy to understand for an external audience. This meant striking a balance between replicating the existing format and tailoring the information for a fresh perspective.
Here are some of the slides from our brand guide
Content drafting
Content samples
Key Takeaways
- Lead, analysed and designed a brand guide unique to the UX team
- Designed around constraints that involved multiple stakeholders from different teams
- Facilitated weekly checkin meetings while providing next steps and action items.
