Mini Kurhan, Design & Direction
Art Direction, Creative Direction, Design

The Evolving Style Guide


The Evolving Style Guide

Style guides can become outdated or lose their “surprise and delight” factor over time. To build or modify a style guide quickly, and to keep projects moving, I’ve experimented with solutions to build templates and styles without investing a lot of time or money.

  • Identify what worked best in previous projects (design styles, or results from performance metrics), and build upon it.
  • Select long-lasting core elements, and add in a few styles or colors which change seasonally.
  • View the work on different devices, adjust font sizes and colors for legibility, and spacing for finger-friendly touch targets.
  • Use existing templates as a starting point, and tweak them to fit the current need.
  • Leverage copy or beautiful photography to keep the design templates feeling fresh.
  • Revise and refine when styles won’t work to keep projects shipping quickly.
  • Document the successful elements to use as styles and templates going forward.


Case Studies


ModCloth: Building Upon a Style

I identified the need to introduce a unified style for a new program-level initiative, and got it moving quickly by building upon styles the design team was already using, to create the first branded style for ModCloth.


ModCloth: Seasonal Styles

ModCloth’s initial creative direction was to avoid the use of a strict style guide with the intent of delighting customers via unexpected designs. In order to keep a growing team’s designs looking like one brand, I created a way to maintain the surprise and delight factor while keeping a wide array of stories looking cohesive.


Luvocracy: Referencing Product Design Styes

I was hired at Luvocracy to create urgently needed marketing materials with an editorial slant. Since no style guide existed for marketing, I evolved the product design styles to meet the marketing team’s needs.


Rothy’s: Revamping Styles for Mobile

I used existing frameworks at Rothy’s to quickly transform a beautiful brand guide into mobile-friendly templates to better support the customer experience, as well as create efficiency in workflow while keeping projects moving.