2025
Redesigning Global Brand Guideline Experience
Led the strategy and creative direction for the development of a web-based global brand guideline and brand system, improving usability, user experience, navigation, consistency, and awareness of brand standards across all regions and digital/product touchpoints.
TIMELINE
Feb 2025 - Present
ROLE
Lead Senior Designer
This is not just great for us. This is an industry-leading piece. People will use this as their inspiration for their projects.
– JAY BLASKOVICH, BRAND & CONTENT SENIOR DIRECTOR, TD SYNNEX
Challenge
TD SYNNEX is a leading distributor and solutions aggregator in the IT ecosystem. As a globally distributed company with over 23,000 employees, TD SYNNEX faced major brand challenges:
BRAND INCONSISTENCY
Uneven application of brand elements and design treatments across teams, regions, and touchpoints.
LIMITED USABILITY
Despite having a detailed brand guideline in PDF format, teams often misused or misunderstood brand elements due to unclear hierarchy and poor application examples.
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Process
1
RESEARCH & GOALS
Audit existing brand guideline
Identify key pain points
Propose design solutions
Set goals
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2
FRAMEWORK
Create clear navigation
Design web-based layouts for brand guidelines
3
CONTENT ARCHITECTURE
Update and develop guideline contents
Structure contents into digestible, intuitive sections
PROTOTYPING & ITERATION
DEVELOPMENT & LAUNCH
Build interactive prototypes
Conduct feedback sessions and iterate
Hand off to development team
Publish the web-based guideline
1
RESEARCH & GOALS
Identifying Pain Points and Defining Goals
To better understand the root causes behind the above brand challenges, I conducted a UX-focused audit of the existing PDF guideline. For each problem identified, I proposed targeted design solutions.
To address these pain points and improve usability, I established three creative goals:
2
FRAMEWORK
Improving Navigation
and Structure
NAVIGATION
To improve navigation, I focused on creating an intuitive experience.
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A fixed left-hand sidebar allows users to easily browse all sections under the main header, providing a clear overview of the entire guideline.
STRUCTURE
The main content area supports flexible layouts (one to three columns) for different content types, while the right sidebar offers quick access to related resources or files and calls to action.
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CONTENT ARCHITECTURE
From Static Information to Interactive Storytelling​
To improve clarity and engagement, I restructured content into bite-sized, scannable stories and added in-depth guidance for each section to help users understand and apply the brand consistently.
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Here are a few key improvements:
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#1 Logo Presentation
through Storytelling
PAIN POINT
The story behind the logo was presented in a long, static paragraph, often ignored.
SOLUTION
Broke the story and rationale behind the company’s master logo into smaller pieces and presented it through a step-by-step, narrative format.
#2 Clear Photography Principles
PAIN POINT
Lots of visual examples, but unclear key guidelines, leading to incorrect use.
SOLUTION
Highlighted key principles in digestible, scannable blocks, making them quick and easy to understand at a glance.
Also added a clear “Don’ts” section to demonstrate common misuse examples.
#3 Clear Color Hierarchy
PAIN POINT
The color hierarchy and usage rules were unclear, especially for accent colors, often resulting in their overuse and inconsistent application across designs.
SOLUTION
Clarified the hierarchy to show primary, secondary and accent colors and labeled bright colors as “Accent Colors” with clear usage rules.
#4 Functional Color Experience
SOLUTION
To further support correct color usage, a color pairing recommendation infographic was introduced. This chart provides clear guidance on how and when to apply each color to maintain brand consistency.
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Each color block is interactive and clickable, allowing users to copy hex codes instantly with a single click for easy application.
#5 Clear Standard for Data Visualization
PAIN POINT
There was no technical guidance on how to build branded data components.
SOLUTION
Provided more detailed, precise guidance on data components. Also provide ready-made template data components for users.
4
PROTOTYPING & ITERATION
Enhancing User Usability
I built prototypes that demonstrated key interactions and content structures.
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Through multiple feedback sessions with creative team leads and design teams, I iterated on layout, hierarchy, and contents to enhance usability and engagement.
ADDITIONAL TASK
Refreshing Brand's Key Visual Elemets
To resolve the issue of outdated and misaligned visuals, the team decided to sunset the old graphics and create a new visual identity that better reflected TD SYNNEX’s brand values and modern tone.
Key objectives for the new visual elements:
Visual Consistency
Ensure all graphics share a cohesive style, visual weight, and tone.
Brand Alignment
Each element should clearly represent the brand’s core values.
Simplicity & Usability
Design clean, minimal graphics that are easy to use and apply across various projects.
Based on these goals, I developed new visual elements and design principles, including:
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Simplified geometric shapes
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Modernized color and gradient systems
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Updated design principles and visual examples
"It is an industry-leading approach that the team has put together,
with Song leading the way out of this…
Not only is there guidance in a storytelling way, so it’s very easy to understand, but there are also a lot of resources that can be integrated to make easy to access brand assets."
– JAY BLASKOVICH, BRAND & CONTENT SENIOR DIRECTOR, TD SYNNEX
CREDITS
Senior Creative Direction: Jay Blaskovich
Associate Creative Direction: David Nine
Copy Writing: Jenna Ksaibati
Project Management: Caitlin Robison
UX Strategy & Consultation: Liz Baranowicz