THE CHALLENGE

• Whenever we started a new project, we always created assets from scratch. This involved creating a new Illustrator file and consistently referring back to previous ones for guidance. As a result, we often ended up repeatedly designing identical asset components, like text, which varied to suit the visuals.

THE GOALS

• Visual Consistency: Ensure overall visual consistency in all creatives.

• Efficiency: Improve the internal design process to create assets quickly and facilitate briefing in other designers.

• Visual Foundation: Establish the visual foundation for Porter’s Tone of Voice and its visual representation on social media.

• Unified Identity: Tie Porter’s visual identity together across digital platforms (like the website) and print assets (like RePorter Magazine and Porter uniforms).

THE SOLUTION

• Develop a design toolkit by collaborating with the art director to turn designs into reusable components for consistent design across all communications.

• Create standardized social templates to improve efficiency in the organic social posts process, using Figma as the primary design tool.