Schroders
Recognisably Schroders.
Even without the logo.
Bringing a shared design language to a complex digital landscape.
- Role
- Lead UX designer
- The work
- Design system, brand optimisation and strategy
Project at a glance
A living pattern library for the design team.
Type, colour, layout, core UI and cards.
The brand was rolled out and tested across platforms.
Documented outputs and rollout from the original case study. No quantified delivery or commercial uplift was supplied.
One organisation.
Too many visual voices.
The brief was to lead the digital brand evolution and establish design standards that could improve consistency across Schroders. Through EPAM, my role spanned UX, UI, information architecture and brand direction.
The ambition was a design language recognisable as Schroders, even when the logo was out of view.
Make the library
useful to its users.
The pattern library’s information architecture was developed and refined through a card-sorting workshop. Its structure mattered as much as its visual contents: a shared resource needs to be understandable to the people using it.
Five areas were prioritised: typography, colour, layout and grids, buttons and core UI, and cards. Accessibility sat across them all.
Enough consistency.
Room to evolve.
The UI kit explored new themes, colour associations and the use of tints and shades. Restricting colour overload was an important part of establishing a more coherent language.
The aim was a living pattern library that could evolve with the brand and support more efficient delivery.
A foundation.
Then a wider application.
The original case study records a foundation for the design team to use and evolve, followed by rollout and testing across different products and platforms.
The applications below show the language moving beyond the library into the wider digital experience.
