Following a brand refresh led by Instruments, Sally Beauty received new guidelines outlining updates to colors, logos, icons, and messaging. With only four months to implement the new identity, the creative team needed a scalable system to translate the refreshed look and tone across all digital channels.

I led the interpretation and operationalization of the new brand guidelines into a living, functional system—ensuring design consistency, accuracy, and alignment across the creative, digital, and marketing teams.

I created both a Figma-based design library and an Adobe Creative Cloud shared library (CC Library) informed by the new brand standards, establishing reusable components, design tokens, and templates for web, email, and social media. Acting as a brand steward, I ensured that designers and partners applied the refreshed color palette, iconography, and copy tone consistently across all touchpoints. I also maintained and evolved the brand book, integrating leadership feedback and learnings from in-market testing to refine the system as it scaled.

The dual-library system unified creative execution across channels and tools, reduced inconsistencies, and served as a single source of truth for future campaigns. The successful implementation strengthened brand cohesion, improved design efficiency, and set the foundation for a more agile, insight-driven creative process.