Sounding Board: Brand and Digital Ecosystem Refresh
summary
overview
To strategically rebuild and refresh Sounding Board's entire brand and digital ecosystem—including the website, marketing assets, and internal standards—to achieve a cohesive, modern visual identity that specifically aligns with the actual target demographic (middle-aged female HR leaders).
challenge
As the sole designer under the Creative Director, the challenge was immense: managing a full-scale brand overhaul while simultaneously creating the entire asset library and digital marketing infrastructure for a growing organization. This required going beyond the job title to establish UI/UX standards, design systems, and brand governance with limited resources, all while executing the redesign of core elements like the website homepage and email marketing.
my Role & services
Design System & Brand Governance
UI/UX Standardization
Visual Brand Alignment
Product Marketing Design
industry
SaaS
Silicon Valley Tech Start-up
Professional Development
Design Approach
step 1: Brand System & Governance
Defined and documented a brand system that scales across touchpoints, including custom illustrations, icons, and UI standards.
step 2: Digital Redesign & Visual Alignment
Led the visual and structural update of the website homepage to better match the target demographic.
step 3: Asset Library & Operationalisation
Established a centralised library of reusable digital and marketing assets through cross-functional collaboration.
step 4: Email Design Optimisation
Designed and implemented refined email templates, informed by A/B testing insights.
Gallery
impact
This work established a cohesive visual and digital foundation for Sounding Board as the organisation scaled. The updated brand system, supporting assets, and refreshed digital touchpoints enabled more consistent communication, improved operational efficiency, and clearer alignment with the target audience across teams and channels.
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Defined and documented a comprehensive visual system, including guidelines, illustrations, icons, and UI standards. This provided a single reference point for consistent brand application across marketing, digital, and internal communications.
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Redesigned key digital touchpoints, including the website homepage and email templates, to better reflect the intended audience and modernise the overall visual presentation.
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Created reusable templates and a structured asset library that reduced friction in day-to-day design requests and supported faster, more reliable production.
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Visual updates contributed to improved performance in selected digital channels, including higher engagement on redesigned email campaigns and improved interaction with the homepage layout.
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