Leading the redesign of SBC’s visual identity and digital experience to create a scalable and cohesive brand system.

Role

As Design Lead, I was responsible for:

– Set the visual direction
– Align stakeholders around a shared vision
– Define scalable design principles
– Lead implementation across brand and digital

Context

SBC operates in a complex property management landscape with multiple stakeholders, services and communication needs. The brand lacked cohesion across digital and physical touchpoints, creating inefficiencies and visual inconsistency.

Strategic foundation

Through workshops, stakeholder interviews, and competitive analysis, we identified the need for a brand built around clarity, structure, consistency, and scalability—ensuring a cohesive visual and strategic foundation capable of supporting long-term growth and alignment across all touchpoints.

Core idea

Creating a modular visual system that reflects
SBC’s role as a stabilizing partner in a complex environment. The identity balances professionalism with accessibility, ensuring clarity at every touchpoint.

Visual identity system

A structured typography system, refined color palette and modular layout principles were developed to create a cohesive brand language across all applications.

Outcome

The new system provides a scalable framework that reduces production friction and strengthens brand consistency across teams and channels.

It establishes a long-term design foundation
rather than a one-time redesign.

Deliverables

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

Design templates