SICO Inc.

A story of refinement

Role

Team Lead
Designer
Creative Direction
Website Design 
UX + UI
Client Presentations

Problem

SICO, a leading global and multilingual furniture manufacturing company, has been struggling with a dated and inconsistent design approach. The absence of a cohesive Design System has resulted in a lack of uniformity and modern aesthetics, hindering the brand’s ability to stay relevant in the competitive market.

What did I do?

I led the repositioning efforts of the SICO brand, developed the website schematic, mapped out user journeys, designed the user interface components and the website.

I presented the final product to the leadership team, global presidents, and internal design teams. For the redesign of the global SICO brand, my goal was to create a modern, quality-driven identity that honored its legacy by building on its existing elements.

Brand Audit

To align the teams, I conducted a brand audit. This was done by taking screenshots of different brand touchpoints (both physical and digital) and looking at the full brand identity from a 50,000 ft view. Observations and key takeaways were presented to the leadership and design teams.

Moodboard + Creative Direction

From the brand audit, an updated moodboard was created to address the inconsistencies with the overall brand and align teams with the future vision.

Site map Schematic

It’s said – Simple wins in a complicated world. When building the site, we had to take into account multiple business units, multilingual layouts, synced inventories across the globe, resources featuring videos/downloadable content, team training and much more.

Extensive user journey mapping was conducted with multiple teams input (SEO, content and design) to create a simplistic and ultimately more usable end product.

Design System

The new system was setup to be a nod to the old, but positioned for the modern world.

• Expanded and defined brand color usage
• Site animations
• Defined typography
• Curated brand library
• Updated UI components such as buttons, forms, controls and modules