Digital Marketing Brand System
KODAK
CLIENT
KODAK
SCOPE
Digital Brand Guidelines, E-commerce Systems, Localization, Accessibility, AI Brand Assistant, Team Enablement
OVERVIEW
I transformed KODAK’s existing brand standards into a scalable digital marketing system—connecting visual foundations, channel applications, localization, and team workflows across global markets.
IMPACT
Supported 8 languages, trained 4–5 junior designers, and reduced repeated guideline questions by more than 80%.
01 — The problem
The brand existed. The system didn’t.
At the time, KODAK’s marketing teams relied on a twelve-page brand reference covering only the most basic identity elements. It offered little guidance for recurring digital applications across Amazon, e-commerce, paid social, email, or localized markets. As a result, designers relied on individual judgment—leading to inconsistent hierarchy, repeated clarification, and slower reviews.
EXISTING GUIDANCE
Selections from the existing brand reference
DIGITAL REALITY
Multiple channels, formats, and regional markets
02 — THE DIRECTION
The goal wasn’t to redesign KODAK. It was to make the brand usable at scale.
I translated KODAK’s existing identity into a practical digital marketing system—establishing shared principles for everyday execution across channels, languages, and teams.
01
CONSISTENT
Shared hierarchy and visual logic
02
SCALABLE
Repeatable across teams and outputs
03
CHANNEL-READY
Built for e-commerce, social, and email
04
LOCALIZABLE
Flexible across languages and markets
05
ACCESSIBLE
Clear, legible, and inclusive by default
03 — THE SYSTEM
A system designed to define, apply, and sustain the brand.
I organized the guidelines into three connected layers: visual foundations, channel applications, and enablement tools that helped global teams use the brand more consistently.
01
DEFINE
VISUAL FOUNDATIONS
Logo
Typography
Color
Photography
02
APPLY
APPLICATION FRAMEWORK
Digital Composition
Social
E-commerce
Localization
Accessibility
03
ENABLE
ENABLEMENT
Templates
Review Process
AI Brand Assistant
Team Training
04 — VISUAL FOUNDATIONS
Core brand assets, translated into repeatable visual rules.
LOGO SYSTEM
Existing guidance established the primary mark but offered limited direction for cross-channel use. The expanded system defines clear space, minimum size, placement, monochrome reproduction, and icon standards across digital, social, and print applications.
A compact brand signature designed for small-scale digital applications.
TYPOGRAPHY
Existing guidance specified Graphik but provided no hierarchy or usage standards. The expanded system establishes defined roles for display, titles, body copy, labels, and CTAs—supporting consistent scale, spacing, and emphasis across formats and languages.
COLOR APPLICATION
The core KODAK palette was retained and organized by function. Defined color roles and contrast pairings clarify how yellow, red, black, and white work across branded, informational, and digital applications.
PHOTOGRAPHY
The existing reference offered a limited set of product photography notes and broad lifestyle dos and don’ts. It lacked a clear framework for image selection, cropping, focal points, negative space, and text placement across recurring digital formats.
The expanded system translated those scattered references into four practical image roles—creating clearer, more consistent decisions across channels.
01
AUTHENTIC
Favor credible interactions over staged moments.
02
FOCUSED
Keep one clear subject or action per frame.
03
ADAPTABLE
Preserve space for copy, crops, and localization.
LAYOUT-READY
Keep the subject to one side and preserve space for copy.
PRODUCT
Use consistent perspective, controlled light, and defined shadows.
PRODUCT IN USE
Keep the interaction, product, and output clearly visible.
LIFESTYLE
Capture credible interaction in a relevant setting.
05 — Digital Composition
A modular composition system built around four content roles.
Message, action, identity, and image follow a consistent hierarchy, then reflow across formats.
01
MESSAGE
Headline leads
02
ACTION
CTA follows the message
03
IDENTITY
Logo anchors the layout
04
IMAGE
Product stays in focus
WIDE — SYSTEM VIEW
WIDE — FINAL
SQUARE — FINAL
VERTICAL — FINAL
06 — CHANNEL GUIDELINES
Channel-ready templates for recurring digital marketing needs.
The system translated the core brand rules into reusable channel formats, helping teams maintain consistent hierarchy, logo use, CTA behavior, and product focus across commerce and media placements.
E-COMMERCE / AMAZON A+
Structured modules for product education, feature hierarchy, and long-scroll shopping behavior.
DISPLAY ADS
Responsive ad templates built from one campaign hierarchy. Logo presence, CTA visibility, product crop, and headline scale adapt by format while maintaining brand recognition.
EMAIL / PROMO MODULES
EMAIL TYPOGRAPHY SYSTEM Primary (Image Assets): Graphik Bold Fallback (Live Text): Arial / Helvetica (For cross-client compatibility)
07 — LOCALIZATIONt
Built to flex across eight languages.
Responsive templates and language variants accounted for text expansion, hierarchy, and regional content requirements—reducing manual resizing while maintaining consistent composition across markets.
08 — AI Brand Assistant
Beyond the PDF: guidance at the point of use.
A custom GPT grounded in the KODAK design system extended the guidelines beyond a static document. Designers could retrieve typography, logo, channel, localization, and accessibility guidance at the point of use.
Common questions could be resolved during production, reducing repeated clarification and supporting more consistent decisions across teams.
09 — the impact
Empowering teams with a unified, high-velocity design system.
The system helped reduce repeated guideline questions and review lookups by 80%+, supported 8-language localization, and gave junior designers and marketing teams a clearer foundation for producing consistent Kodak digital assets across channels.
Faster Localization
Review Overhead
Brand Consistency
