Branded asset design

Objectives

Support global marketing, product and training teams by creating consistent, on-brand assets across digital and print. This included designing campaign assets, UI components and defining a scalable digital style guide. The work aimed to align creative output globally, evolve the brand, and streamline production across teams and platforms.

My role

Over the course of long-term employment at Smiths Medical, I designed a wide range of creative assets for global use - spanning web, email, social media, and print. I played a leading role in defining and evolving the brand’s digital identity, collaborating with developers, agencies, production partners, and internal designers to ensure cohesion. I also led the creation of a centralised design system to support scalable, accessible UI development.

Incorporated processes

• Stakeholder & agency collaborations
• Brand definition & application
• UI component creation
• Asset documentation
• Accessibility standards

Outcomes and impact

• Improved efficiency across design and development workflows
• Increased visual consistency and accessibility across global channels
• Strengthened brand equity through unified brand application
• Established a digital style guide as a trusted source of truth