Global
Digital

Brand
Redesign

Organic abstract ribbons.
HONORING IDENTITY
HONORING IDENTITY
HONORING IDENTITY
HONORING IDENTITY

Creating one global brand experience from dozens of disconnected digital experiences.

01

What happens when a brand outgrows its digital presence?

The company had evolved from a traditional consulting firm into a human-centered technology leader, but its digital presence no longer reflected who it had become.

This project explored how a redesigned platform could unify brand, content, and experience into a cohesive system that felt modern, memorable, and scalable across global teams.

As Creative Lead for UX, UI, and Content Strategy, I defined the experience architecture, design system, and content framework that would help the brand tell a more consistent story worldwide.

TeamDesign • Brand • Engineering • Marketing

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Screenshot of the previous site experience -- cluttered, outdated, and unclear from an identity perspective.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

The brand had evolved. The experience hadn't.

Context

  • The company had grown rapidly over the years, but its digital presence reflected that growth in all the wrong ways.

    Different teams, regions, and eras had introduced their own visual styles, content structures, and interaction patterns. The result was an experience that felt fragmented, inconsistent, and increasingly disconnected from the brand it was meant to represent.

    What began as a website redesign quickly became a larger challenge: creating a system capable of bringing consistency, clarity, and cohesion back to the brand.

Abstract mountain and sunrise created from brand shape elements.
Success metrics

  • Increased visitorengagement and time on site.

Higher conversionfrom informational to lead-generation flows.

Improved accessibilitycompliance and mobile standards.

Reduced turnaroundfrom design-to-development.

03

We studied the gap between who we were and how we appeared.

What we found

  • The inconsistencies weren't isolated to a single region or team. Years of growth had layered different visual styles, content strategies, and interaction patterns on top of one another, creating an experience that felt fragmented regardless of where users entered the site.

Three themes emerged

  • InconsistencyMultiple visual languages, accessibility standards, and design approaches coexisted across the platform.

    ComplexityContent structures had grown organically over time, making information difficult to find, maintain, and scale.

    MisalignmentDesign, content, and engineering teams were often solving similar problems in different ways, creating friction throughout the delivery process.

Looking beyond our walls

  • Understanding the current experience was only half the challenge. We also wanted to understand how leading consulting and technology brands balanced credibility, creativity, and scalability.

Collage of examples from conservative sites.

ConservativeTrusted and predictable, but often difficult to distinguish from competitors.

Collage of examples from balanced concept sites.

BalancedA blend of structure and creativity that felt both scalable and expressive.

Collage of examples of avant garde sites.

Avant-gardeBold and memorable experiences that pushed boundaries, sometimes at the expense of clarity.

We simplified the experience before redesigning it

  • Before creating new visuals, we focused on reducing complexity.

    Navigation was reorganized around the needs of the company's primary audiences, while the information architecture was restructured to support growth, localization, and long-term maintainability.

Simplified User Flow
Simplified user flow for the general journey of the .com experience.
We designed the story before the screens

  • Early wireframes focused on hierarchy, pacing, and clarity of intent.

    Rather than exploring visual design, they helped us validate how users would move through the experience, ensuring every section contributed to a coherent narrative and clear next step.

Example wireframe of the balanced concept.
One brand needed one visual language

  • We developed a unified design system spanning typography, color, motion, and interaction patterns.

    The system provided consistency across teams while remaining flexible enough to support a wide range of content, campaigns, and regional needs.

People on a corporate balcony flying bright orange kites.
Consistency needed to survive beyond launch

  • A new editorial voice helped unify how the brand communicated across regions, while governance guidelines enabled teams to localize content without sacrificing consistency.

    The goal was to create a framework that could scale long after the redesign was complete.

05

Consistency didn't have to come at the expense of creativity.

The system was invisible; The brand wasn't

  • The goal was to create a platform that felt unmistakably modern while remaining scalable across teams, regions, and content types.

    By combining a flexible design system with a stronger visual identity, we created an experience that could be both structured and expressive.

A framework, not templateA flexible grid system allowed teams to support diverse content without reinventing the experience from page to page.

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

Accessibility as a design principleAccessibility requirements were embedded from the beginning.

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

Designed to scaleClear guidelines and reusable patterns enabled teams to extend the experience without diluting the brand.

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

The brand finally spoke with one voice.

Coherence at global scale.

  • The redesign gave the organization a shared way to communicate its identity across teams, regions, and future initiatives.

    What was once a fragmented collection of experiences became a cohesive platform that balanced consistency, flexibility, and brand expression. The result was a stronger digital presence, a more scalable operating model, and a foundation for future growth.

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

  • Increased engagementImproved session depth and conversion across key experiences.

Enhanced perceptionA more modern, credible, and consistent digital presence.

Global alignmentShared systems and workflows reduced friction across teams.

Foundation for growthA scalable platform supporting future campaigns and experiences.

07

Design systems scale interfaces. Shared principles scale organizations.

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

    Consistency isn't created by components alone. It emerges when teams share a common understanding of what good looks like.

    Our most key outcome was giving distributed teams a shared framework for creating, communicating, and evolving the brand together.

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.