A new brand only works if everyone can find the rules. We built the online brand guidelines for four brands — Sweat, Shoplazza, TapTap and Prospa — three of them together with DesignStudio.
A PDF goes out of date the day it is sent. A site can be updated, searched and downloaded from — by everyone who touches the brand.
It began in October 2020, when DesignStudio asked us to build the Sweat platform after Universal Favourite recommended us. Sweat and DesignStudio were both happy, DesignStudio came back with Shoplazza, TapTap and Prospa, and later we built DesignStudio’s own website.
The new Sweat brand online: strategy, a liquid visual language, motion and a resources library for the fitness app’s teams. Built for desktop first, with a notice on phones.
An e-commerce platform going global. The guidelines open with an animated introduction of the new mark, then twelve chapters with motion examples throughout.
A gaming platform with a cast of 3D characters. The site carries their motion, imagery and a colour section where every code copies with one click.
A small-business lender with four brand principles — clean, optimistic, modern, simple. Thirteen chapters, down to micro illustrations and sound design.
Each part of the brand gets its own chapter with sub-sections and an always-visible index, so people jump straight to what they need.
Logos, fonts and asset packs sit next to the guidance for them — “Download logo”, “Download brand assets”.
Animation rules are shown as video, not described, so motion designers see exactly how the brand moves.
Colour values copy to the clipboard with a click. Small, but it is what people use most.
Everything lives in Statamic. The brand team adds and changes content without us.
“Pixney have been a pleasure to work with from start to finish. They were so helpful in responding to client questions and requests throughout, and their regular communication with our team meant that the build process was much smoother than we’ve experienced working with other developers. They have great attention to detail and craft, so the final site looked brilliant and all stakeholders were really happy with it.”
