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CASE STUDY 02
Harmonizing Visual Identity
One Brand, Eight Destinations
Design Systems · Brand Strategy · Cross-Team Facilitation · 2023
NORTH STAR
Players shouldn't have to wonder if they're still on a Ubisoft site.
Unifying the visual language across ubisoft.com, store, desktop launcher, and Ubisoft+.
Context:
Ubisoft.com, the store, the desktop launcher, and Ubisoft+ each had a distinct visual identity, eroding brand trust and confusing players who expected a consistent experience across one company.
My Role:
Determined early that inconsistency across eight destinations wasn't a craft problem, it was a governance problem. Designed the working model alongside the visual system, and facilitated sessions that got eight siloed teams to co-own the outcome rather than just receive a style guide.
Process:
Facilitated working sessions between the Ubisoft Brand team and Experience Directors across web, launcher, store, and customer destinations. Mapped each destination's unique needs, surfaced shareable design system components, and diagnosed the structural pain points blocking harmonization.
Pre-Case Study
QUOTE
“Why can't your teams talk to each other?”
— User survey feedback, pre-case study
FROM WORKING SESSION TO MAPPED SYSTEM
Ubisoft.com · Store · Launcher · Ubisoft+ · Working Session · Identity Mapping Matrix
The Deliverable.
What unified the system, and what it unlocked.
Visual Identity
Websites
Corporate
Account
Support
Store
Legal
Subscription
Desktop Launcher
Post-Case Study
QUOTE
“It’s clean and pleasing to look at. It’s easy to navigate and find what you’re looking for.”
— User survey feedback, post-case study
OUTCOME
Universal design system adoption was achieved across all 8 digital destinations, design system contributions increased 250%+, and two dedicated developers were secured to support ongoing rollout — with beta feedback calling the result “clean and pleasing to look at… easy to navigate and find what you're looking for.”
← Portfolio
CASE STUDY 02
Harmonizing Visual Identity
One Brand, Eight Destinations
Design Systems · Brand Strategy · Cross-Team Facilitation · 2023
NORTH STAR
Players shouldn't have to wonder if they're still on a Ubisoft site.
Unifying the visual language across ubisoft.com, store, desktop launcher, and Ubisoft+.
Context:
Ubisoft.com, the store, the desktop launcher, and Ubisoft+ each had a distinct visual identity, eroding brand trust and confusing players who expected a consistent experience across one company.
My Role:
Determined early that inconsistency across eight destinations wasn't a craft problem, it was a governance problem. Designed the working model alongside the visual system, and facilitated sessions that got eight siloed teams to co-own the outcome rather than just receive a style guide.
Process:
Facilitated working sessions between the Ubisoft Brand team and Experience Directors across web, launcher, store, and customer destinations. Mapped each destination's unique needs, surfaced shareable design system components, and diagnosed the structural pain points blocking harmonization.
Pre-Case Study
QUOTE
“Why can't your teams talk to each other?”
— User survey feedback, pre-case study
FROM WORKING SESSION TO MAPPED SYSTEM
Ubisoft.com · Store · Launcher · Ubisoft+ · Working Session · Identity Mapping Matrix
The Deliverable.
What unified the system, and what it unlocked.
Visual Identity
Websites
Corporate
Account
Support
Store
Legal
Subscription
Desktop Launcher
Post-Case Study
QUOTE
“It’s clean and pleasing to look at. It’s easy to navigate and find what you’re looking for.”
— User survey feedback, post-case study
OUTCOME
Universal design system adoption was achieved across all 8 digital destinations, design system contributions increased 250%+, and two dedicated developers were secured to support ongoing rollout — with beta feedback calling the result “clean and pleasing to look at… easy to navigate and find what you're looking for.”
← Portfolio
CASE STUDY 02
Harmonizing Visual Identity
One Brand, Eight Destinations
Design Systems · Brand Strategy · Cross-Team Facilitation · 2023
NORTH STAR
Players shouldn't have to wonder if they're still on a Ubisoft site.
Unifying the visual language across ubisoft.com, store, desktop launcher, and Ubisoft+.
Context:
Ubisoft.com, the store, the desktop launcher, and Ubisoft+ each had a distinct visual identity, eroding brand trust and confusing players who expected a consistent experience across one company.
My Role:
Determined early that inconsistency across eight destinations wasn't a craft problem, it was a governance problem. Designed the working model alongside the visual system, and facilitated sessions that got eight siloed teams to co-own the outcome rather than just receive a style guide.
Process:
Facilitated working sessions between the Ubisoft Brand team and Experience Directors across web, launcher, store, and customer destinations. Mapped each destination's unique needs, surfaced shareable design system components, and diagnosed the structural pain points blocking harmonization.
Pre-Case Study
QUOTE
“Why can't your teams talk to each other?”
— User survey feedback, pre-case study
FROM WORKING SESSION TO MAPPED SYSTEM
Ubisoft.com · Store · Launcher · Ubisoft+ · Working Session · Identity Mapping Matrix
The Deliverable.
What unified the system, and what it unlocked.
Visual Identity
Websites
Corporate
Account
Support
Store
Legal
Subscription
Desktop Launcher
Post-Case Study
QUOTE
“It’s clean and pleasing to look at. It’s easy to navigate and find what you’re looking for.”
— User survey feedback, post-case study
OUTCOME
Universal design system adoption was achieved across all 8 digital destinations, design system contributions increased 250%+, and two dedicated developers were secured to support ongoing rollout — with beta feedback calling the result “clean and pleasing to look at… easy to navigate and find what you're looking for.”