Reviving Brand & Design Centre
The SGX Brand and Design Centre was relaunched to empower internal teams by providing a cohesive platform for brand & design assets management, usage guidelines, and a scalable design system. This project aimed to revitalize the design center, resolving legacy issues and creating a centralized resource for consistent brand application across SGX’s digital ecosystem.
By redesigning the platform and introducing updated documentation, the project sought to streamline the experience for developers, designers, and marketing teams, enabling them to efficiently access and apply brand & design assets with confidence and ease.
Client SGX – Singapore Exchange
Location Singapore
Type Brand & Design System
Role Senior UX Designer & Developer
Timescale 3 months
What We’ve Done
1. Conducted stakeholder interviews and internal reviews to understand the issues leading to inconsistent brand usage and poor accessibility to updated assets and guidelines.
2. Redesigned the brand & component asset repositories and created clear, updated documentation to provide various users with immediate access.
3. Established a new information architecture and design system for SGX’s digital platforms, enabling internal teams to confidently access and use brand & Design materials.
Creative Process
Heuristic Analysis
To kick off the project, a heuristic evaluation was performed to analyze the usability and effectiveness of the existing SGX Brand and Design Centre. This process involved benchmarking the brand center against UX best practices, aiming to identify issues such as outdated components, inaccessible documentation, and gaps in brand consistency. Key pain points included outdated assets in Adobe XD, lack of a cohesive design system, and a confusing layout that complicated asset retrieval, causing significant delays and inefficiencies across the SGX teams.
Stakeholder Research
To gather insight from core users, including developers, designers, and the marketing team, to understand their specific needs and challenges, we conducted one-on-one interviews and surveys to uncover pain points, needs, and goals. This qualitative data offered insights into team-specific requirements, revealing that developers faced frequent delays due to inconsistent assets, while the design team required centralized documentation for reliable brand alignment. These insights directly informed the proposed improvements, shaping a user-centered solution that met cross-functional needs.
End-to-End Redesign
To streamline the design center’s information architecture and overall usability for efficient team access and consistency, an end-to-end redesign of the brand center was mapped out, focusing on simplifying navigation, minimizing friction, and clearly displaying brand assets and guidelines along with digital components & templates. A new information architecture was created to organize all resources into an intuitive, accessible layout. Introduced a centralized asset library, clearly defined categories, and a straightforward user journey designed to support users in locating the latest assets and documentation confidently.
Visual and Interaction Design
To create an updated, cohesive interface that aligns with SGX’s brand identity, reflecting professionalism and ease of use, we designed high-fidelity wireframes and interactive prototypes that allowed internal users to preview the revamped brand center. The visual design focused on a clean, structured layout that emphasized usability and brand consistency, with easy access to downloadable assets and documentation. We also explored variations in design just to see how much they can vary and at the same time understand what makes users familiar and comfortable.
User Testing
To validate the new design’s usability and functionality across internal teams before launch, we conducted usability testing sessions with representatives from development, design, and marketing, focusing on the ease of locating assets, following documentation, and assessing the user journey. Feedback highlighted improved clarity in documentation and significant reduction in time taken to locate assets, reinforcing the design decisions and guiding minor adjustments to further enhance usability.
Visual Quality Assurance
To ensure the final implementation adhered to design specifications, maintaining a high standard of quality and consistency, we collaborated closely with developers during the implementation phase, conducting rigorous visual QA to ensure all elements aligned with the design mockups. Verified each UI component’s functionality, ensuring a seamless, pixel-perfect experience for users. The final product accurately reflected the visual and interactive design goals, allowing teams to confidently use the brand center as a reliable resource.
Results
Outcome
Turned into a valuable resource, centralizing and standardizing brand assets, components, and documentation. The revamped center supports smoother cross-team collaboration, accelerates development timelines, and ensures consistent brand application across platforms.
Impact
Teams now have immediate access to up-to-date assets and documentation, reducing asset retrieval time and supporting more consistent, confident brand and design usages.
Conclusion
The revival underscored the importance of a user-centered approach in revitalizing SGX’s brand resources. By addressing usability gaps, enhancing accessibility, and fostering cross-team collaboration, this project demonstrated the positive impact of UX-driven design on team efficiency and brand consistency.
Let’s Connect