Brand identity, tone of voice and scalable design system
Selma │ Figma, ZeroHeight, Canva, Adobe
Exec summary
About
During my years at Selma, I worked as a solo designer, with a small design team, and with freelancers and partners.
To ensure the team is equipped for growth, I built a brand identity as well as maintainable, connected libraries and guides.
My role
Head of design
See other roles here
Business impact
Consistent, recognizable brand
The unique brand tone of voice
Time-saving public brand kit
Scalable component library
Efficient, production-linked color lib
Enabling guides for the team
Supporting onboarding kit
Mini case studies
Highlighted solutions & artifacts
Brand identity
The financial industry is traditional and dominating. Selma is kind, witty and smart. I developed Selma to stand out and level up with the client. 😊
Selma logo type
Selma avatar + variations
Visual language + versions
Selection of brand colors and fonts
Guidelines for illustrations
Tone of voice
Brand kit
A brand asset library ensures consistency and eases marketers' and partners' work. I assembled the public brand kit with added guides.
Figma master library
Connected, public brand kit
Adobe library, incl. ACE colours (Cloud)
Illustration bank
Guides for e.g.
Tone of voice
Use of colours
Use of product elements
Design system
Master libraries save time and brings consistency in the UI. I put the effort into crafting meaningful, easy-to-edit libraries that can thrive without me.
Figma
migration from Sketch to Figma
dark and light themes
component library (iOS)
production-linked colour library
the basis for Android and Web libraries
promo page library – migration from agency project
Onboarding kit
Clear decks, guides and resources for designers and marketers support Selma's growth, even after I'm no longer on the team.
Onboarding deck for the team
Onboarding deck for marketers & designers
Design resource page in team-Notion
Guide for design partnerships
Guide for campaign-kit
Learnings
At Selma, I’ve built, rebuilt and introduced multiple versions of brand identity kits and component libraries.
My key takeaway is that it’s never too early to start building for scale. Libraries mature with the team and every new team member will go through their own learning, adaption and adjustment loops.