Harbour.Space University, known for its innovative degree programs taught by global industry leaders, aimed to create a visually unified digital presence that would communicate its distinctiveness and unique approach to education.
However, inconsistencies in design approaches across its website and social media channels undermined this goal. Over time, brand interpretations varied significantly, leading to a fragmented visual identity and a lack of coherence across the university's digital ecosystem.
As Visual Designer and Art Director, my role involved aligning Harbour.Space’s digital brand to enhance consistency and strengthen its market positioning.
After analyzing existing brand materials and assessing digital touchpoints, I proposed a shift from ad hoc visual updates to a structured, strategic approach focused on design unification. I advocated for a comprehensive visual identity overhaul, starting with the development of a systematic design framework that would ensure consistency across all digital platforms.
Color mechanics
Avatar mechanics
Color principles
Avatar principles
To address inconsistencies, I led the creation of a modular design system segmented into two distinct layers: "Principles" (core brand values and style attributes) and "Mechanics" (implementation guidelines and asset libraries).
This structure provided clarity and flexibility, allowing designers and external collaborators to apply the brand's visual language accurately. The design system became a foundational asset that facilitated stakeholder buy-in by demonstrating the need for a cohesive digital transformation. To accelerate this process, I initiated partnerships with design studios, enabling a faster and more aligned rollout of updates across the website and digital channels.
Pages based on design system
Application process
Improved brand consistency
Implementation of the design system across platforms reduced visual inconsistencies, strengthening brand identity
Increased user engagement
The website redesign improved user retention by 25% and reduced bounce rates by 30% within three months post-launch
Enhanced social media impact
Standardized marketing visuals led to a 20% increase in social media engagement and a 15% increase in follower growth
Accelerated design process
With the design system in place, the time required to produce branded digital assets significantly decreased, enabling quicker turnaround times and consistent visual output