Connected journeys

Rapid growth, and absence of foundational brand structure, left the brand ecosystem fragmented. Each touchpoint, service and platform looked and felt different, causing confusion internally and externally. The challenge was clear; to create a cohesive brand system that could unify services and touchpoints, while still allowing for brands and sub-brand to maintain it's own individual character.

I joined AnyVan to fufill this mission of creating continuity across their ecosystem. My first step was conducting a holistic assessment of the entire brand ecosystem, both physical and digital, to understand existing needs, identify shortcomings and define overarching goals for a unified brand system.

The result was a cohesive brand system that echoed primary brand cues while allowing each property, sub-brand and offering to maintain its unique character within the AnyVan family. Recognising that a static PDF wouldn't meet their dynamic needs, I developed a responsive, democratic, and centralised digital platform that served as a reference point for both internal teams and external partners.

This beacon approach was instrumental in standardising varying applications and executions while simplifying complex rules and their exceptions. The platform documented comprehensive brand-level guidelines, including co-branding protocols, social media frameworks, content guidelines, and detailed instructions for everything from creating static maps to designing custom icons.

This comprehensive brand work naturally evolved into distilling these brand rules into the digital design space. I developed a series of Figma libraries — aptly named MOVE — that were implemented across the organisation to control and guide every one of AnyVan's digital executions, from platform design and email development to social media assets and brand applications.The Figma libraries were complemented by an enhanced section within the brand portal that provided additional context for AnyVan's design patterns and components. This integration allowed for more nuanced design handoffs and gave development teams a comprehensive visual reference and ruleset that seamlessly tied into their existing Storybook libraries, creating a unified workflow from design concept to final implementation.

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As part of the brand restructure, I developed a comprehensive suite of over 650 icons, supported by detailed usage guidelines and a scalable framework. Designed specifically for AnyVan, these icons were implemented across mobile and web applications, the platform ecosystem, and marketing materials. Given AnyVan’s international reach, clarity and universality were essential — each icon needed to be instantly recognisable across languages and cultures. Simplicity was a core design principle, ensuring not only intuitive user understanding but also enabling any member of the design team to produce new icons ad hoc while maintaining consistency.

A good brand system is invisible when it works. Its true impact lies in alignment, clarity, and efficiency

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