Utility Warehouse
Digital reBrand
Project Overview
Utility Warehouse was evolving its brand across a complex digital ecosystem. As Digital Design Lead, I helped translate the new brand into a scalable digital system across web, email, display, and reusable UI patterns, working closely with UX, Product, Marketing and Engineering.
The work created a stronger foundation for consistency, experimentation and faster digital delivery across teams.
Outcome & Impact
Established a scalable digital design foundation that improved consistency across channels and gave teams reusable patterns to design, deliver and iterate more efficiently.
Process & Approach
1. Discovery & Audit
Audited existing digital experiences to identify inconsistencies across visual language, interaction patterns and content, and opportunities to create a more scalable system.
2. Brand Design System Development
Collaborated on the creation and documentation of a digital design system covering UI components, icons, motion principles and reusable layout patterns.
Worked with UX to ensure accessibility and responsiveness were built into the system, creating flexible foundations that could adapt to different customer journeys and content needs.
Component exploration
Exploring component variants for the CMS, establishing flexible patterns for the design system.
Template exploration
Defining reusable layouts and content hierarchy across different page types.
Email structure
Restructuring email templates around user and product needs.
Update Iconography
Along with new email structure, it gave the ideal platform to stress test developing iconography
3. Cross-Channel Implementation
Web: Applied the system to high-visibility journeys and reusable page templates.
Email: Extended the system into modular, responsive CRM templates.
Display & Paid Media: Created scalable frameworks for consistent campaign creative.
Apply brand principles to visual storytelling elements such as photography and iconography, within the system, ensuring human-centricity, clarity, and emotional resonance across all channels.
4. Collaboration & Enablement
Worked with Product, UX, Engineering and Marketing to embed the system into workflows, supported by documentation, design QA and shared guidelines.
Experimentation
Created a stable design foundation for teams to test, learn and iterate.
