Building a Scalable Brand System for Order.co

BRANDING | 2022-PRESENT

Order.co’s original brand identity, developed by creative agency GrandArmy in 2022, had a strong visual impact. However, as the company scaled, there was a growing need to refine, simplify, and own the system internally. Since 2023, I have led the effort to evolve the brand into a flexible, accessible, and consistent identity that better serves marketing, product, and internal teams.

My role:

Lead Designer & Brand Strategist
In collaboration with Marketing, Product, and Executive stakeholders
Responsible for end-to-end brand system audit, redesign, documentation, and rollout

The challenge:

The original GrandArmy brand was expressive and visually rich, but it also:

Relied on a wide, often subjective color palette
Lacked scalable documentation for internal or cross-functional teams
Had no codified brand voice
Included experimental elements that became difficult to translate into product or marketing assets

As Order.co grew, it needed a brand system that was:

Consistent across channels
Scalable for internal use
ADA-compliant and UI-friendly
Reflective of the brand’s evolving tone

What got updated:

Logo System

Simplified to four approved variants (Avocado, Dark Avocado, White, Lime)
Introduced clear guidelines for usage, spacing, and misuse
Removed alternate/animated logos for better consistency

Verbal Identity

Introduced a brand voice framework based on four tenets:
- Straightforward, Confident, Correct, and Mahalo (our term for warmth and gratitude)
Applied voice guidelines to marketing, product, and support content
Provided real-world examples (emails, alerts, help center copy)

Typography

Replaced expressive editorial fonts with modern, web-safe families:
- Good Sans (primary), Good Mono (labels), with fallbacks for open-source use
Defined full type hierarchy for web and print (H1–H4, paragraph, caption)
Included size, weight, case, and spacing specs for accessibility and consistency