G-Star RAW
Crafting a Scalable Design System for an Iconic Brand
The rapid success of designer clothing company G-Star RAW® meant the company wanted to reevaluate how it managed its brand communications digitally. Over the years, inconsistencies had developed in design language, and G-Star needed a single source of truth for all digital touchpoints. That's when Youwe was brought in to find a more structured approach.
45
Localized touchpoints
100%
Brand consistancy
A design system is a collection of centrally stored design building blocks and design rules that allow you to create digital expressions faster and more consistently.
Our solution
The challenge
Our approach
What Youwe did
Youwe created and deployed a digital design system for G-Star RAW in Figma: one place for the interface elements and visual language of the brand.
Designers and developers, inside G-Star and at external agencies, now work from the same source.
How
Together with G-Star, Youwe started with research: investigating and analyzing the designs, web pages and campaigns, and creating a brand inventory to find the common visual thread.
Youwe then cataloged the interface elements in a component-based system, with clickable links and examples of acceptable and unacceptable use.
A global redesign mechanism lets G-Star replace old design elements in one batch, such as an old typeface.
The results
Effortless Brand Consistency
With our help, the G-Star team has been able to create consistency across the brand and do away with the constant stress of reactive brand management. All the confusion and noise in their designs and brand expressions has been removed, creating a clear way forward. The G-Star design system is truly a living ecosystem, and will continue to be enriched as G-Star moves forward.
In simpler terms, G-Star has seen a clear decrease in time spent on finding the right brand elements, briefing internal and external design teams, and smoothing design discussions between designers and developers.
In particular, developers now have all the answers, and no longer have to ask what has to happen on button rollovers or clicks, for example. The design system provides them with everything they need. They can even get the exact piece of code that they require for a specific button, ensuring design and coding errors have decreased significantly. Resulting in a consistent brand experience on any digital channel so consumers feel comfortable interacting to the brand G-Star.
Interested in creating a scalable unified brand experience for your channels?
Ready to streamline your brand’s design and development process like G-Star RAW? Discover how we can help you achieve consistency, efficiency, and growth with a custom design system. Contact us today to start your transformation!