Spekit Brand Standards

The Problem

When I joined Spekit, their visual identity lacked structure and consistency. Colors were chosen randomly and optimized only for digital spaces, with no consideration for accessibility or print use. The primary pink didn’t meet contrast standards, making it unsuitable for key applications. Spekit needed a cohesive, accessible, and scalable design system to strengthen its brand presence.

Research and Exploration

I began with a thorough assessment of existing assets, their usage, and limitations. I explored new color options starting with Pantone values, refining the pink to meet contrast standards while maintaining the brand’s identity.

Scaling the System & Resource Creation

Once the color scheme was finalized, I expanded the system by creating tints and shades for flexibility, designing gradients for visual depth and modern appeal, and establishing clear guidelines to ensure consistent use.

To support adoption, I developed company-wide tools, including PowerPoint templates, letterhead, LinkedIn assets, Canva templates, and more to enable quick, consistent designs by non-designers.

Ensuring Buy-In and Rolling Out the Identity

In December 2022, I presented the updated identity to CEO Mellany Fellay, who approved it. By February 2023, we launched the Spekit Brand Standards at the sales kickoff, archiving outdated materials to maintain consistency.

This project was about more than just refining colors—it was about building a scalable and accessible identity that the entire company could adopt with ease.

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