STAPLES
Digital brand systems
A big brand can have a hundred good ideas and still look like five different companies. Staples digital needed rules people would actually follow.
I worked on how the logo sits and scales, and a colour palette hierarchy that says what leads, what supports and what gets out of the way. Then it was applied to Always On and Preferred, two programs that had to feel like one family.
Digital brand systems
A big brand can have a hundred good ideas and still look like five different companies. Staples digital needed rules people would actually follow.
I worked on how the logo sits and scales, and a colour palette hierarchy that says what leads, what supports and what gets out of the way. Then it was applied to Always On and Preferred, two programs that had to feel like one family.
Hierarchy sounds boring until it saves a designer four hours of arguing. Clear rules mean faster work, fewer one-offs, and pages that look calmer for it.
Client: Staples. Design by Joel Tellier.
Client: Staples. Design by Joel Tellier.