As lead designer, I developed an extended brand guidelines system for GDS Group, a global business innovation company connecting senior executives through content-led experiences. Building on their existing identity, I introduced a shape system inspired by the core logo to establish clear visual structure across formats. I also implemented a new colour system and designed social media templates with ease of use in mind, enabling the marketing team to efficiently and consistently recreate graphics at scale.
The guidelines comprehensively cover logo usage, typography, colour application, layout systems, and digital styling. Additionally, I designed presentation decks and event collateral to equip internal teams with flexible tools for producing cohesive, on-brand content. The result is a scalable identity system that brings clarity, energy, and consistency to the GDS brand.
