Digital Brand Guidelines

Summary

When tackling the redesign of AMA’s main website, our team prioritized the creation of clear guidelines for our evolving digital brand. As part of this project, I assumed the role of Art Director, collaborating with the agency Artsmith to commission a series of custom icons and illustrations. This initiative aimed to strengthen our brand identity and enhance the overall user experience.

Results

These new Digital Brand Guidelines have been adopted by the entire organization and ensure that our brand is presented consistently, recognized easily, and resonates with our audience across various digital platforms. They play a crucial role in building a strong brand presence, fostering customer loyalty, and protecting AMA’s brand integrity.

Design Strategy

I began by gaining approval from executive stakeholders to utilize web-friendly fonts and a new, expanded colour palette that followed our brand palette but was optimized for screens. Then our team built out UI components, established font sizes, and standardized page layout templates by Primary, Secondary, and Tertiary pages. We pitched proposals for branded digital asset templates (such as PPC/Display ads), and ensured all creative assets were properly documented and stored in new internal document system. Along with the Associate VP of Marketing, we met with various art agencies and I lead the creative brief for creating a large library of icons and illustrations that worked cohesively with our responsive page designs and other branded digital assets.

The resulting guidelines are a continually iterative project, as we are continuing to update them as the brand evolves.