Aspect Brand Evolution
Aspect underwent a massive rebrand in 2024, giving new life to a legacy brand born in the 70s. Over time, organic variations accumulated, slowly distancing the brand from its intended visual identity. The brand needed to align around a tightened, documented design system that would ground the brand moving forward.
Aspect
Sr. Brand Designer
Aspect was built on a solid foundation in 2024. Going into this next phase we were starting with beautifully designed typefaces like Wallop and Roobert, a flexible logo system, foundational colors, and strong conceptual visual motifs. Working alongside designers on the Aspect brand team, we took these core elements and standardized a system that would inform how and when we apply them.
As part of this work, I developed a type and grid system based on the web concept of REM units, which we could apply with a custom Figma plug-in developed with Claude Code. This allowed us to maintain relative type hierarchy regardless of asset type or scale.
