/shift
Chapter 4 · Growth systems & AI
Brand foundations, guidelines, UI kit and corporate story for a department store group
What does a heritage retailer need before a new website and app? One brand system that tells the same story everywhere.
/What we built/
ABC is a department store group founded in 1936, preparing a new corporate site, an e-commerce website and an app.
Brand, content and interface were being decided channel by channel, with no shared rules for design or copy.
The new platforms needed a design system ready for developers, not just a refreshed look.
We set the brand foundations, then turned them into guidelines, a UI kit and a corporate story.
Ran research and a brand workshop, then built the foundations and moodboard
Wrote design and copy guidelines and mapped the customer journey
Designed a UI kit: buttons and states, forms, navigation, cards, grids, type and colour
Shaped the corporate profile for B2B audiences
One brand system for the website, the app and corporate communication
A UI kit handed to the build team in January 2025
A corporate profile that tells the group's story since 1936
/More work.
