Design lead and project manager on large-scale long-term project in line with business objectives to refresh and update the Ocado brand across all customer touchpoints, solving several legacy problems of inconsistency across multiple channels and teams, using research and design strategy to inform decisions.
The project involved a company-wide audit of existing design components and core brand elements including colour, typography, iconography, UI elements and imagery. I led internal workshops to identify and agree on the Ocado design principles: core brand elements, design principles and creative messaging. This foundation allowed us to build a visual style that is flexible for all teams, supports accessibility standards and gives a consistent brand experience for the customer at each touchpoint in the journey.
The audit provided clear insights into design legacy issues across teams and channels. Facilitated workshops with teams from UX Webshop, App team and Brand to find solutions that worked for all teams, whilst remaining true to the brand. We then proceeded to plan changes across all brand elements to simplify the visual style and create a clean, vibrant and fresh new look across brand, digital, product and creative.
The digital colour palette was updated to meet the needs of all teams, and colours were reworked to meet accessibility standards. The number of colours in the core palette reduced and a colour strategy applied to visual elements based on brand style, market research and best practice, for example, colours attached to core Ocado services, buttons and colours with semantic meaning and consistent use for the customer.
The audit showed over 1000 different font style variations on the website alone and multiple variations across all teams, leading to inconsistency for the customer and internal teams across Ocado.
A new open-source single typeface based on the characteristics of the Ocado logo was selected and agreed upon, with full usage in digital and print.
The typeface was tested in situ across all touchpoints and user-tested for legibility and readability with the UX teams. A set of font hierarchy rules were agreed and the font was rolled out across all teams and guidelines.
Imagery guidelines were updated to bring more vibrancy and impact to creative imagery and the original macro ‘van textures’ were developed as a key part of the brand creative application. A scaling icon to illustration strategy was agreed upon and new pixel-perfect icons were created by Brand and UX, with a strict set of rules for creation and meaning. Line, shape, fill and other global element visual styles were agreed upon, which fed into Creative Studio design templates and the UX design system to bring a consistent look and feel across all touchpoints and for use with all teams.
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Strategy / Identity / Logo / Design / Guidelines
Responsive Web / Email / Social / E-book
UI / E-commerce / Design Systems / Accessibility
Stationery / Leaflets / Brochures / Large Format