UX CASE STUDY

Global Brand Journey

Year: Oct 2023 - May 2024
My Role: Global UI/UX Lead
Client: Crowe Global, LLP and member firms

The Global Brand Journey focused on implementing a refreshed global brand system across U.S. and international websites within a shared Sitecore CMS environment. The work unified two parallel design refresh initiatives into a cohesive, scalable system that could be implemented quickly by global firms while maintaining accessibility, responsiveness, and content author ease of use.

The primary challenge was translating new brand elements—color, typography, photography, and a conical gradient motif—into Sitecore-compatible modules that worked reliably across breakpoints, languages, and authoring skill levels, without disrupting existing publishing workflows.

A key objective was delivering “quick win” brand updates aligned with the November 2023 global social rollout, enabling firms to update their sites in sync with minimal development lift.

Process

Research & Discovery

  • Partnered with the Global Support Specialist team to understand real-world challenges maintaining and updating pages within Sitecore.

  • Audited U.S. and global page templates and modules to identify the fastest, lowest-risk paths to introduce new brand elements.

  • Evaluated where brand updates could be implemented as configurable module options rather than hard-coded changes, preserving flexibility for content authors.

Design & Sitecore Implementation

  • Designed brand-forward UI updates with implementation constraints in mind, ensuring new elements could be expressed through existing or lightly enhanced Sitecore modules.

  • Developed a responsive hero module supporting new brand colors, typography, and gradient treatments, ensuring text legibility and visual balance across breakpoints.

  • Fine-tuned Roboto Flex typography to closely mirror Helvetica Now, enabling greater control across device sizes while improving accessibility and performance.

  • Worked closely with developers to implement new brand elements as selectable options within Sitecore Experience Editor, allowing authors to apply updates without custom development.

  • Ensured all new design elements aligned with accessibility standards, including color contrast, font scaling, and responsive behavior.

Testing, Accessibility & Author Validation

  • Iteratively tested new brand elements across desktop, tablet, and mobile breakpoints to validate layout stability and readability.

  • Evaluated updated components against accessibility requirements, focusing on contrast, typography, and responsive behavior.

  • Reviewed rebranded modules directly within Sitecore Experience Editor to ensure clarity, ease of use, and predictable authoring behavior for content teams.

  • Refined designs based on feedback from developers and content authors to reduce friction and ensure scalable adoption.

Outcomes

Results

  • Achieved visual alignment across digital channels, minimizing visual disconnect between social and web platforms.

  • Implemented updated top bar, header styles, and universal footer, enhancing the visual coherence of Crowe's web properties.

  • Replaced default image blocks infusing new global design elements, adding visual appeal and consistency to web content.

Reflections

  • This project reinforced the importance of designing brand systems that work in production CMS environments, not just in concept. Close collaboration with developers and content authors ensured new brand elements were accessible, responsive, and easy to implement—allowing global teams to move quickly while maintaining consistency and quality across digital properties.