Marketing Society
Creative strategy, brand direction, and a full design system for the society, built from scratch so a rotating team of designers could actually maintain it.
Client / Organisation
KSBL Marketing Society
My Role
Creative Director
Timeline
Nov 2023 – Feb 2024
Deliverables
Rebrand, design system, campaigns, event collateral
The Brief
The KSBL Marketing Society lacked a cohesive brand presence. Social campaigns looked different every week. The challenge was to build a design system from scratch that a rotating team of designers could actually maintain.
The answer was a full rebrand (new logo, colour palette, and typography) backed by a suite of templates for social media, posters, and newsletters, plus event branding for competitions and launches. Consistency had to survive designer turnover.
The Approach
Brand Audit
Mapped every existing touchpoint and identified where the visual language fractured, and why previous systems failed to hold.
Rebrand & System
Designed the new identity (logo, palette, typography), then did the part that actually mattered: a Figma kit of locked, reusable components and templates for posts, posters, and newsletters, so any new designer could produce on-brand work without touching the source files.
Campaign Rollout
Executed cross-platform campaigns for major events and competitions, driving measurable growth in engagement and attendance.
Mentorship & Handoff
Wrote a short brand guide (logo rules, colour and type tokens, clear do's and don'ts), ran an onboarding session for the incoming team, and left the template kit as the single source of truth. The system was built to work without me, and the brand held after I handed it over.
Showcase
Instagram followers in four months
Outcomes
Grew the society's Instagram from 90 to 415 followers in under four months
150+ students at the launch event
150K+ organic views across platforms
A Figma kit and brand guide the rotating team kept using after I left
What I Learned
The best design system is the one the next designer can use without asking questions.
Brand consistency is a process design problem: templates beat talent when teams rotate.
If I did it again I'd write the brand guide on day one, not at handoff. Half the early inconsistency was me keeping the system in my head instead of on paper.