Growth · Web design and build · 02
Identity and design system
An identity and design system gives the site a coherent visual language and the reusable components that implement it: typography, color, spacing, the logo and its use, and the page components from heroes to cards to tables, documented so that hundreds of pages look like one site and new pages are built without design decisions. It is needed when a brand exists but the site does not express it, when a new identity is required where none exists, when pages built over time have drifted into several styles, or when a content program will add pages faster than a designer can review them. The work produces the identity where needed, the design system with components and rules, the templates that implement it in code, and the documentation that keeps it consistent.
Scope
What the review covers.
- Identity: existing brand applied, or a new identity where there is none
- Typography, color, spacing and layout rules
- Component library: heroes, cards, tables, lists, bands, calls to action, forms
- Templates by page type implementing the components
- Accessibility and performance constraints built into the system
- Documentation and governance for additions
Deliverables
What you receive.
| Deliverable | Form |
|---|---|
| Identity | Applied or created, with usage rules |
| Design system | Tokens, components, rules |
| Template set | In code, by page type |
| Documentation | For anyone who adds a page |
Prerequisites
What we need from you.
- Brand assets and guidelines, if they exist
- The information architecture and page types
- Decision authority on the brand
Related
Where this sits.
By David Selakovic · Published 2026-10-16 · Revised 2026-10-16 · Reviewed every 180 days
Questions
Asked before engaging.
Do you redesign our brand?
Only where there is no usable identity. Where one exists, the design system applies it with restraint.
How many components are there?
As few as the page types need. A small, consistent set beats a large one that is used inconsistently.
Can our own team add pages?
Yes. The system and its documentation are built so that a new page follows the rules without a designer.