Digital Style Guide
After almost 130 years of business, Kroger finally hired it's first AOR to truly brand the company. When the brand book was handed to us we noticed major gaps around "how" and "why" to apply these new brand assets in the product space. Me and two others took it upon ourselves to collaborate with the brand, design system, and product teams to develop the Digital Style Guide to direct branding within the app and website.
1 - Test existing brand book guidance in blue sky concepts
2 - Gain leadership alignment on blue sky concepts
3 - Identify major themes from concepts
Color Application/ Color Blocking
Brand Assets (Kroji & photography)
Working With Other Brands
4 - Workshop themes with key stakeholders
Open workshops with design team to gather wants and needs, opportunities, other ideas, and concerns.
Goal: Leave with alignment on high-level guidelines for each top covered in each workshop
5 - Draft Guidelines
Created actionable guidelines with specific direction on how to and not to apply elements, and ensure assets meet standard for our spaces and apply UX & UI best practices.
6 - Surveys for feedback
7 - Revise and edit as needed
8 - Finalize & publish
10 - Maintain & evolve
View more project details here
Desktop Before DSG
Desktop After DSG
Mobile Before DSG
Mobile After DSG
Role: DSG Art Direction