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Defining a Visual Style 

SW Digital Branding Guidelines

As the Head of Design at Small World, I led the creation of these branding guidelines, ensuring the brand’s digital identity reflected its mission of building trust and accessibility for users worldwide. Collaborating with cross-functional teams, I oversaw the process from defining the visual style to crafting a scalable system that could grow with the brand. These guidelines are a testament to that effort, ensuring clarity, consistency, and inclusivity across all user interactions..
HOW we did it

Building the Guidelines

The process was collaborative and iterative, focusing on aligning the brand’s needs with user expectations. Here’s a quick breakdown:

  • Research and Workshops: We began by understanding the brand’s goals and challenges, hosting workshops with teams across design, marketing, and development to define the core values we wanted to communicate.
  • Design and Testing: We crafted the foundational elements—logos, typography, colors—and rigorously tested them for usability and accessibility, ensuring compliance with WCAG standards and a seamless user experience across platforms.
  • Documentation and Refinement: The final step was creating an easy-to-follow guide with clear instructions for various applications. We kept it flexible, allowing for future updates based on feedback and evolving needs.

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WHOLISTIC THOUGHT AND APPLICATIONS 

What does it Cover? 

These guidelines are more than a design manual—they’re a framework to ensure the brand stays consistent and trustworthy across every touchpoint:

  • Applications: From websites and apps to marketing campaigns and internal tools, the guidelines provide adaptable solutions for all digital environments.
  • Core Elements: They define logo usage, typography (like VAG Rundschrift D and Open Sans), and a cohesive color palette, balancing professionalism and approachability.
  • Accessibility: The guide prioritizes inclusivity, with proper contrast ratios, minimum font sizes, and clear alignment rules, ensuring content is accessible to everyone.
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STANDARDIZING PROJECTS

Why it matters?

In an industry where trust is everything, these guidelines ensure Small World consistently projects reliability and professionalism. They also streamline workflows for teams, reducing ambiguity and accelerating time-to-market for campaigns and products. Ultimately, this framework supports the brand’s growth while staying true to its mission of connecting people worldwide.

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