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Therefore Brand & Design System

· 1 min read · Kapil Gowru
Thereforedesignbrand
The Therefore Brand Style Guide cover: the black THEREFORE wordmark centered on a bright chartreuse-yellow field, with 'Brand Style Guide 2020' beneath.

Skills: Design studio engagement, Brand design, Design system

Therefore Brand Style Guide

Therefore's Brand System was built in a 2-month collaboration with Red Antler. We shared our mission, all of our research, initial learnings, and then worked closely with them to establish the final brand.

View the slides below.

Therefore Brand Style Guide — slide 1 of 731 / 73
The Therefore Brand Style Guide, 2020 — built with Red Antler. 73 slides; use the arrows, arrow keys, or expand to fullscreen.

Therefore Design System

After our brand was established, I worked closely with Therefore's CTO, Beau Haugh, to begin the development of Therefore's Design System in-house. We took in learnings and brand elements from our work with Red Antler and applied them to web/mobile apps requirements. This meant re-imagining our color palette and iconography, commissioning 3d artwork, and refining our language.

View the slides below.

Therefore Design System — slide 1 of 331 / 33
The Therefore Design System, 2022 — built in-house on top of the brand. 33 slides; use the arrows, arrow keys, or expand to fullscreen.

Outcome & reflection

We were incredibly proud to have built a brand system and to have grown it to meet product requirements. Our users loved it for its simplicity and use of colors/graphics in the most powerful moments.

It was personally fulfilling to work with a design studio, we couldn't have picked a better partner than Red Antler.

Skillsets used

  • Working intimately with a brand and design studio to establish a brand that can extend to product design
  • Creating a complete product design system based on an established brand language