Brand Strategy & Flexible Design System

Building clarity from the inside out. Translating brand strategy into a scalable, channel-adapted design system for DEGURA.

Project Snapshot

Client: DEGURA

Industry: SaaS / HR Tech / Insurance (bAV, bKV, bBU)

Project Type: Brand Strategy, Visual Identity & Style Guide System

Role: Creative Director – Brand Strategy, System Architecture, Style Guide Development

Focus: Translating a human-centered brand essence into a modular identity system

The Challenge

How do you create a brand identity that works across highly regulated markets and complex topics – and still feels human, modern, and emotionally accessible?

DEGURA, as a next-gen pension and benefits platform, needed a system that could communicate confidently across B2B, B2C and B2B2C channels. It had to be structured but flexible, clear but never cold – a brand system reflecting the dual nature of its archetype:

The Empathic Ruler – leading with clarity, connecting with empathy.

Strategic Foundation

This project began with a full brand strategy process, which I led from concept to codification. Through stakeholder workshops and brand analysis, I defined:

The core brand archetype: Empathic Ruler
The brand narrative & messaging pillars
Verbal identity and platform-specific tone
A differentiated architecture for B2B, B2C and core brand
Strategic design principles and rollout logic

This foundation now informs every visual and verbal touchpoint – from typography to slide logic, from social motion to CRM assets.

Creative Direction & System Thinking

The visual identity is not a look – it's a logic. I designed a modular framework that adapts across audiences, media and formats, while always expressing one coherent brand presence.

B2C → emotional, energetic, turquoise-driven
B2B → structured, confident, blue-dominant
B2B2C → unified brand layer for DEGURA itself

Each audience experiences a tailored tone – yet all pieces connect back to one system. Layout is driven by rounded, geometric forms – capsules, circles, half-forms – that build a distinct rhythm across all formats (16:9, 9:16, 4:5). Typography balances presence and warmth. The color system uses primary tones (blue, turquoise), a Sunrise palette for product families, and transparency layers to visualize openness and depth.

Contemporary Flexible Design System

From strategy to structure: I developed a design system that grows with the brand. It empowers teams to scale assets without compromising brand integrity.

It is:

Modular – designed around repeatable layout principles

Flexible – for performance, storytelling, content & campaigns

Adaptive – adjusting to context, not forcing uniformity

Scalable – usable across CRM, slide kits, onboarding, print & social

With a focus on real-world needs, the system supports:

Slides & decks

Social content

CRM materials

Campaigns

Internal brand activation

The capsule-based logic ensures consistency, while allowing creative teams to work with emotion and autonomy.

Outcome

This project redefines what a brand system can be: not just a visual guide, but a strategic enabler for clarity, storytelling and scale.

By connecting brand strategy to every visual decision, the system creates emotional consistency across channels – and positions DEGURA as a brand that leads with structure and communicates with soul.

Results & Impact: