Wasabi: Establishing a Cohesive Digital Brand System
summary
overview
This ongoing project focused on strengthening Wasabi Technologies’ digital brand presence by establishing a cohesive and scalable visual system across key communication channels. The work began with social media and core brand assets, with the broader goal of creating a future-ready visual foundation that could support ongoing marketing, product communication, and brand growth.
The scope extended beyond individual assets to include systemisation, consistency, and long-term usability—ensuring the brand could be applied clearly and reliably across teams and platforms.
challenge
Wasabi’s existing digital presence lacked visual cohesion across channels, making it difficult to present a consistent brand narrative. New initiatives were often layered onto legacy assets, resulting in fragmented execution and increasing design debt.
The challenge was to modernise the visual language while remaining compatible with existing brand equity and internal workflows. This required aligning multiple stakeholders, phasing out outdated assets, and introducing clearer systems without disrupting active marketing and communication efforts.
Process
step 1: Brand System & Visual Direction
Defined core visual principles to guide the evolution of the brand, including refinements to colour usage, illustration style, and motion language. This established a clearer foundation for consistent digital application.
step 2: Asset Systems
Designed modular templates and reusable assets to support efficient production while maintaining visual consistency across campaigns and platforms.
step 3: Communications & Digital Design
Applied the updated system across key touchpoints, including social media and promotional content, ensuring alignment between visual expression and brand messaging.
step 4: Iteration & Alignment
Refined the system through ongoing collaboration with marketing and internal teams, balancing flexibility with consistency as new use cases emerged.
Gallery
Impact & Outcomes
The project established a clearer and more cohesive digital brand foundation for Wasabi Technologies. By introducing structured visual systems and reusable assets, the work improved consistency across channels and supported more efficient, reliable brand execution over time.
-
Defined a unified visual language that aligned illustration, motion, and layout styles across digital channels, reducing fragmentation and visual drift.
-
Created a structured set of templates and assets that enabled faster production while maintaining consistent brand application.
-
Applied the system across social and digital marketing touchpoints, supporting clearer communication and a more recognisable brand presence.
-
Reduced reliance on ad-hoc design decisions by providing reusable frameworks that teams could apply confidently.