A cohesive brand and UX system designed for clarity and elevated user experience.

Role

As Design Lead, I was responsible for:

– Set the visual direction
– Align stakeholders
– Translate strategy into design
– Create scalable guidelines

Context

Quartz needed a refined and unified visual and UX design system to elevate both brand presence and digital interaction, ensuring a consistent user experience across platforms and touchpoints.

Strategic foundation

By reviewing Quartz’s brand, visual assets, and design context, we identified the core needs for a cohesive visual identity: clarity and structure across all elements, consistency in the visual language, and a scalable system for applying the brand across all touchpoints.

Core idea

To develop a modular visual and UX system that supports Quartz’s brand voice while enhancing clarity, ease of use, and cross-platform cohesion.

Visual identity system

A structured type hierarchy, thoughtful color system, graphic elements, custom illustrations, and a library of pictograms were developed, along with a clear system for designing new icons. Together with adaptable components, this created a cohesive visual language, ensuring consistent application across channels, platforms, and contexts.

Outcome

The updated system provides a scalable, cohesive foundation across brand and digital, reducing design friction, improving clarity, and supporting long-term growth for Quartz.

Deliverables

Brand identity
Brand guidelines
Digital design system
Website
Digital products
Presentation templates

Design templates