Brand Design Systems
A Collaborative Approach to Brand Evolution
A Collaborative Approach to Brand Evolution
Every successful rebrand is as much about people as it is about pixels. When Citrix introduced its new visual identity, I was brought on as a freelance designer to help ensure that the change resonated across all marketing collateral. Co-creating with the brand and production teams, I designed and delivered a flexible template system for flyers and ebooks—crafted to engage decision-makers from awareness to decision. By combining creative exploration with strategic frameworks and a spirit of partnership, we built a solution that empowered teams, streamlined workflows, and embodied the essence of Citrix’s renewed brand.
Approach:
My creative process is rooted in empathy, systems thinking, and collaborative leadership. For Citrix, I started by deeply auditing existing ebooks and flyers – mapping out the recurring content types that teams relied on most. This research phase was about more than just identifying gaps; it was about understanding the real needs behind the work. With these insights, I moved into ideation, prototyping layouts that balanced dense information with visual clarity, always guided by Citrix’s new brand palette and the principle of “space as a design element.” I then systematized these solutions into a modular toolkit – a library of pages and components like badges and infographics – so teams could create new collateral quickly and confidently. Collaboration was woven throughout: I facilitated feedback sessions with the brand and production teams, iterating on every detail. To ensure the system was truly effective, I partnered with their production partners to build a “HOW TO USE” guide, making the toolkit accessible to everyone, regardless of design background. The final step was a seamless rollout via the brand portal, supporting a smooth transition to bring the new brand to life and enabling every team to put their best foot forward.
Results
The launch of the new collateral system marked a pivotal moment for Citrix’s brand evolution. By establishing a single system for a broad ecosystem, we brought together previously fragmented flyer and ebook designs into a cohesive, modular library – complete with certification badges, charts, infographics, and flexible page templates. This approach not only enhanced visual consistency but also embodied Citrix’s principles of being dynamic down to the DNA and using space as a design element. Internal teams and customers responded positively, noting that the new templates were intuitive and made it easier to create on-brand materials. The system quickly became the default for new collateral, and its look and feel influenced other key touchpoints, such as data sheets and white papers that can be seen below. The project’s success led to an invitation to join Citrix’s Brand Strategy team, underscoring the value of a collaborative, strategic approach to design.
Rapid Rollout
Deployed the new ebook and flyer templates within one month of the rebrand, enabling teams to transition quickly to the updated brand expression.
Deployed the new ebook and flyer templates within one month of the rebrand, enabling teams to transition quickly to the updated brand expression.
Modular System
Delivered a comprehensive library of pages –including badges, charts, infographics, pull quotes, and body copy – designed for scalability and adaptability across marketing needs.
Delivered a comprehensive library of pages –including badges, charts, infographics, pull quotes, and body copy – designed for scalability and adaptability across marketing needs.
Empowered Teams
Included “HOW TO USE” pages in every template, supporting efficient onboarding and independent collateral creation by marketing and production teams.
Included “HOW TO USE” pages in every template, supporting efficient onboarding and independent collateral creation by marketing and production teams.
Seamless Access
Rolled out templates via the brand portal, making them easily accessible & accelerating adoption.
Rolled out templates via the brand portal, making them easily accessible & accelerating adoption.
Setting A Precedence
The new system became the default for all new collateral, with its design language influencing additional assets like data sheets & white papers.
The new system became the default for all new collateral, with its design language influencing additional assets like data sheets & white papers.
Positive Impact
Internal teams and customers reported that the templates were more cohesive and on-brand, reflecting Citrix’s vision for a unified, dynamic design system.
Internal teams and customers reported that the templates were more cohesive and on-brand, reflecting Citrix’s vision for a unified, dynamic design system.
