UI/UX, Design System

PROPENSITY

Project Overview

4FRONT had been operating with the same, underdeveloped UX/UI design architecture since its inception over 10 years ago

Evolving needs limited the company’s potential growth and  complicated the planned (possible) future expansion into in-house and/or custom platform development.

This Design System serves to not only inform and guide digital design initiatives but to also align existing analog/print designs, documents and initiatives.

Project Goals

  • Redesign & standardize all UI/UX elements, writing new brand guide rules in the process.
  • Define global styles and rules for multiple elements throughout the brand, allowing each department and team to apply and build within the brand consistently.
  • Improve design consistency among all elements existing and proposed. 
  • Improve design capabilities and flow so that designers and other teams can create and maintain websites, apps and platforms with less effort. 
  • Use responsive design conventions to create a  robust and scalable brand in digital and print  environments.
  • UI/UX
  • Adobe Creative Cloud
  • Copywriting
  • Coding
  • Layout Design
  • Color Theory

PROJECT DETAILS

THE PROJECT

We aim to design a UI/UX language & system expanding on the recently refreshed corporate brand and brand guide. With this system, we aim to future-proof the brand and increase our design and development speed and efficiency, By incorporating learnings from customer research, we have begun to create a system of reusable elements that reduce time spent designing and developing products and solutions.

View In Progress Design System Here

Creative Strategy

We utilized the company’s refreshed visual brand guidelines, in addition to the pandemic-inspired pivot and repositioning of the sports and entertainment industry to give this project purpose and a strong identity.

MY Role

Having designed and developed the 4FRONT brand (and having recently updated and evolved the visual brand expression), I was uniquely positioned to evolve and prepare the brand for anticipated company growth and  platform development endeavours. I pitched, planned, designed and managed the creation of Propensity, the 4FRONT Design System, and worked as a team of 1 to envision, design & implement the system. 

Click here to view the Corporate Rebrand / Brand Overhaul Project

DeVELOPMENT

THE PROJECT

Basing my decisions on our company mission, vision, values and overall strategy, I  worked with company leadership to create a handful of experience design principles. The principles can be generally described as what our customers should feel and expect when they interact with our brand and use our products. These principles also guide us internally on how to create and measure the impact of those experiences. 

PROJECT PROGRESS

THE PROJECT

This project directly contributed to the redesign of the company website. The rules and elements here helped the website to better reflect company values, company partners, and the sports & entertainment industry as a whole. Many industry partners, clients, and connections were excited and thoroughly impressed with the redesign and with the changes that were made.

With 4FRONT’S acquisition by Legends inc. in early 2022, this project has been completed.

Contact Me (LinkedIn)

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