Design system for digital marketing sass
Digitise all print channels
At Yellow NZ, I led the creation of a new design system and refreshed brand identity to unify the company's digital presence. The goal was to modernize the experience for both legacy users and new audiences, ensuring consistency and enhancing brand recognition across the website and mobile apps.
Background & Goals
Yellow had an established presence but an outdated and inconsistent digital experience that confused users and diluted brand impact. The project aimed to deliver a cohesive, user-friendly interface that would make it easier for customers to find services, improve conversion rates, and strengthen Yellow’s position as a modern, reliable business directory.
Focused on deeply understanding Yellow’s product and value proposition, followed by a comprehensive assessment of existing design components to identify gaps and opportunities for improvement.
Research & Planning
Conducted research to clarify customer needs and market expectations for small and medium businesses in New Zealand. Mapped existing pain points and planned how Yellow’s digital offerings could address them effectively, aligning user needs with business objectives.
Wireframing & UX Design
Created low-fidelity wireframes and UX designs that defined clear user flows, simplifying complex service offerings such as Google Ads, Facebook Ads, SEO, Yellow profiles, and website enhancement options for businesses without an online presence
Collaboration & Implementation
Worked closely with Marketing, the Change Manager, and Front-End Developers to ensure design solutions were aligned with strategy, feasible to build, and consistent with brand goals. Participated in agile weekly meetings for brainstorming, strategy definition, and goal tracking.
Tools used
Figma > Adobe creative cloud > Jira > Contenfull
Developed a modernised design system to support Yellow’s digital service offerings for small and medium businesses. This included the Yellow profile, enhanced website packages, Google Ads, Facebook Ads, free website checker, and SEO services. Delivered a refreshed, cohesive brand identity, transitioning from print-based to a strong, professional digital presence that improved market positioning.
Modernised Design System
Developed a modern design system to support Yellow’s digital service offerings for small and medium businesses, ensuring consistency and scalability across products.
Comprehensive Digital Offering
Enabled services like Yellow profiles, enhanced website packages, Google Ads, Facebook Ads, free website checker, and SEO to help businesses grow their online presence.
Refreshed Brand Identity
Transitioned from a print-based look to a cohesive, professional digital presence, strengthening market positioning and brand recognition.
These solutions led to measurable results that strengthened Yellow NZ’s digital presence and business outcomes.
User Engagement
Improved clarity and usability led to higher engagement with Yellow profiles and digital marketing services, making it easier for businesses to adopt and manage their online presence.
Development
The new design system enabled developers to build consistent, branded, and accessible components efficiently, reducing development time and supporting future scalability.
Stronger Market Position
Reinforced Yellow NZ’s role as a modern, reliable business directory.
