Avetta: Modernizing a Global SaaS Brand Through Unified Design
Avetta, a global leader in supply chain risk management software, had grown rapidly through acquisitions and expansion into new markets. But its digital presence — including the website, brand identity, and product-facing design — was fragmented, inconsistent, and not reflective of the company’s scale or innovation. With a major website rebuild on the horizon, the creative team saw a unique opportunity to lay a stronger foundation: a comprehensive design system and refreshed style guide to unify the brand across every touchpoint.
Objectives
Create a Scalable Design System: Build a reusable, accessible, and consistent visual language for web and product.
Develop a Cohesive Style Guide: Establish clear brand guidelines — from typography to voice — that align with Avetta’s values and global presence.
Support Website Redesign: Implement a modern, user-centric design for the new website that improves clarity, conversion, and brand perception.
Enhance Collaboration Across Teams: Provide a shared design framework to streamline cross-functional collaboration between creative, marketing, and product teams.
Challenges
Brand Inconsistency: Years of growth had led to visual fragmentation across regions, platforms, and teams.
Outdated UI Components: Legacy design elements didn’t reflect the sophistication of Avetta’s technology or its customers’ expectations.
Siloed Workflows: Without a central design system, redundant work and misalignment were common between departments and vendors.
My Role
As a Creative Specialist, I played a key role in building and documenting the new style guide and design system. I collaborated closely with UX designers, developers, and brand stakeholders to translate our updated brand identity into scalable, practical tools for web and digital design.
Our Approach
1. Design System & Style Guide
We began by auditing existing assets, identifying inconsistencies in typography, colors, icons, and spacing. From there, we developed a unified design system, including:
Foundational Elements: Type hierarchy, color palette, spacing system, and accessibility guidelines.
Reusable Components: Buttons, forms, cards, modals, navigation systems — all designed with consistency and responsiveness in mind.
Illustration & Iconography: Created and standardized a set of visuals to support complex SaaS concepts in a clean, friendly way.
Documentation Hub: A living style guide hosted in Figma and Confluence ensured all teams could easily access and implement design standards.
2. Website Redesign Support
As the new site was being built, we supported every stage of the process:
Wireframing & Layout Design: Contributed to the design of key page templates, optimizing for readability, conversion, and SEO.
Creative Production: Designed and refined imagery, icon sets, and graphics to support product storytelling across global markets.
Brand Storytelling: Helped craft and visually express Avetta’s mission of safer supply chains through design and messaging alignment.
3. Cross-Functional Collaboration
Our team worked hand-in-hand with content strategists, marketers, and developers to ensure the new system wasn’t just beautiful — it was usable. We ran design reviews, gathered feedback from regional teams, and created easy-to-use templates that empowered non-designers to build on-brand assets with confidence.
Results
Consistent Global Brand: The new design system unified visual identity across departments, vendors, and regions.
Streamlined Web Design: The website relaunch was faster and more efficient thanks to reusable components and shared templates.
Improved Collaboration: Designers, marketers, and developers now had a single source of truth — reducing back-and-forth and duplicated work.
Elevated Perception: The new website better reflected Avetta’s position as an enterprise-grade solution, improving first impressions and client trust.
Conclusion
This project wasn’t just about a redesign — it was about building the foundation for a more cohesive, scalable, and human-centered brand. By helping create a robust design system and contributing to the website rebuild, I was able to support Avetta’s mission and help elevate its digital presence at every level.