Global
Digital

Brand
Redesign

An abstract kite lifted into the wind.
HONORING IDENTITY
HONORING IDENTITY
HONORING IDENTITY
HONORING IDENTITY

Reimagining a worldwide brand’s digital presence by uniting story, system, and scale into a single, coherent experience.

01

Building coherence at
global scale

PURPOSE
‍Reimagine a global consulting brand’s public website to reflect its evolution from a service provider to a human-centered technology leader. The redesign aimed to unify visual identity, voice, and interaction while improving performance and accessibility across regions.

MY ROLE
‍As Creative Lead for UX, UI, and Content Strategy, I worked with the Chief Creative Officer and Chief Marketing Officer to align creative direction with business growth goals. My focus was on defining the design system, content hierarchy, and user-journey architecture that would scale globally.

TEAM & CADENCE
‍Cross-functional collaboration across design, brand, engineering, and marketing teams distributed across three regions.
‍Timeline: 12 weeks from discovery to launch handoff.

OUTCOME
‍A cohesive, scalable web platform that improved engagement metrics, streamlined content governance, and set a new visual and interaction standard for the brand worldwide.

  • ROLEUX Lead

    CLIENTAvanade

    DATE2023 - 2024

Screenshot of the previous site experience -- cluttered, outdated, and unclear from an identity perspective.

Previous Design

Screenshot of the refreshed site experience -- bold, colorful, engaging.

Refreshed Design

02

Challenge

Context

  • The legacy site had become a patchwork of regional updates, inconsistent branding, and slow performance. It no longer communicated the company’s maturity or innovation. The challenge was to merge brand storytelling with systematic design governance, creating an experience that could evolve without diluting its message.

Abstract mountain and sunrise created from brand shape elements.
Core challenges

  • /01Inconsistent visual language across regional pages.

    /02Fragmented content hierarchy causing redundant or hidden pages.

    /03Disconnected design and engineering workflows.

    /04Compressed delivery timeline during active rebrand rollout.

Success metrics

  • Increased visitor engagement and time on site.

Higher conversion from informational to lead-generation flows.

Improved accessibility compliance and mobile performance.

Reduced turnaround from design-to-development

03

Process

Phase I
Discovery & Alignment

  • / Partnered with C-suite stakeholders to define vision and KPIs.
    ‍
    / Audited analytics, content structures, campaign materials, archives, and brand adherence.
    ‍
    / Established guiding principles: clarity, consistency, and credibility.

Competitive Analysis
Collage of examples from conservative sites.

ConservativeTraditional layouts emphasized clarity and reliability but often blended together, offering little differentiation or emotional pull. These designs reinforced trust but lacked distinctiveness.

Collage of examples from balanced concept sites.

BalancedA refined balance of structure and creativity: modern grids, subtle motion, and strong typography delivered consistency without feeling predictable. This approach proved both scalable and expressive.

Collage of examples of avant garde sites.

Avant-gardeExperimental sites pushed boundaries through immersive visuals, animation, and AI-driven effects. Highly memorable but sometimes less usable, they illustrated that innovation must serve clarity, not overshadow it.

Phase II
Experience Architecture

  • / Simplified global navigation to mirror key audience intents (clients, recruits, partners).
    ‍
    / Designed an information architecture optimized for scalability and translation.
    ‍
    / Defined page-level templates with interchangeable content modules for localization.

Simplified User Flow
Simplified user flow for the general journey of the .com experience.
Wireframes
Example wireframe of the balanced concept.

Early wireframes mapped the homepage journey from entry to conversion, focusing on hierarchy, content pacing, and clarity of intent. They served to validate interaction flow and information structure before visual design, ensuring every section built momentum.

Phase III
Visual & System Design

  • / Created a unified design language encompassing typography, color, and motion.
    ‍
    / Built a reusable component library in Figma for multi-team collaboration.
    Prototyped accessibility patterns and dark/light mode behaviors.

Phase IV
Content & Governance

  • / Co-developed a new editorial voice: confident, clear, and human.
    Produced governance documentation enabling regional editors to localize without brand drift.
    ‍
    / Collaborated with engineering for CMS integration, QA, and performance tuning.

People on a corporate balcony flying bright orange kites.
05

Design Solution

Creating a unique and memorable experience

  • The new platform harmonized brand storytelling and system thinking.

    Improvements:
    CMS-driven modularity allowing rapid updates without new design cycles.
    Performance optimization through streamlined media pipelines and CSS reduction.

Flexible design grid supporting diverse content types and editing ease.

Dynamic sections that adjust tone for various contexts.

Avanade brand color palette, featuring bright energetic colors and rich jewel tones.

Accessibility-first palette tested against WCAG AA+ standards.

Collection of screenshots documenting the design system and the level of detail for each component variation and its documentation.

Clearly documented rules, guidelines, and standards for usage of each component and pattern.

LIVE SITE
Avanade.com
Experience the final product
Arrow
View
Organic abstract ribbons.
06

Impact

Creating a bold, memorable identity

  • The redesigned platform elevated brand credibility and user engagement across all global markets, creating measurable lift in session depth and lead conversion. More importantly, it unified disparate regional teams under one design language, enabling faster updates and consistent storytelling at scale. The new system continues to serve as a foundation for future campaigns: a living embodiment of the brand’s growth, maturity, and renewed creative confidence.

People taking photographs in a surreal room full of colorful ribbons of light.

  • Lifted engagement metrics across key pages; measurable increase in session time and conversion.

Enhanced perception of the brand’s modernity and credibility through visual consistency.

Empowered teams with a shared design system and clear publishing workflow.

Set the foundationfor future campaign microsites and digital experiences, aligning marketing and product storytelling.

07

Reflection

Unified whole
  • “Design maturity is measured not by aesthetics alone, but by how well a system sustains clarity across scale, language, and time.”

    This project reinforced my belief that creative direction and systems design are not opposites; they are dependencies. A unified system liberated the brand to move faster, stay coherent, and express humanity through every digital touchpoint.

Sound like a fit?

Let’s talk!

yuri@yurian.io
I care more. About the details, the systems, and the people who rely on them.