English Heritage Brand Hub
Leading the strategy and execution of a digital platform to house all guidelines, assets, and templates.
English Heritage’s brand resources were fragmented and difficult to manage - spread across multiple PDFs, stored locally on individual machines, and shared inconsistently across teams. This led to version control issues, inconsistent brand application, and a growing strain on the brand team, who were fielding constant requests for assets and guidance.
I led the design of a centralised, scalable solution that would serve as a single source of truth for the organisation. The aim was to make brand assets and guidance easier to access and apply, while encouraging greater engagement with the brand across teams. We started with the essentials and built a foundation that could easily expand as future needs and guidelines developed.
Process: Building a scalable brand hub through user-led thinking and collaboration
To set the project up for long-term success, I started by mapping out a clear, scalable information architecture in Miro, using a tree diagram that evolved through stakeholder input. This early thinking helped avoid structural issues down the line, especially as new brand guidelines would be added over time. I then built a working prototype in Frontify and presented it to senior leadership, clearly showing how the design supported the needs of different user groups across the organisation.
We refined the prototype based on their feedback and moved into user testing with a select group of employees. Their insights helped shape the final product — from improving the tone of voice section to adding a walkthrough video and FAQs for new users. Launching with these key pain points addressed meant the hub landed smoothly across the organisation, with enthusiastic feedback and strong early adoption validating the user-centred approach.
Results: Strengthening brand engagement and delivering long-term value
The launch of the brand hub created a stronger connection between employees and the English Heritage brand, making it easier for teams to engage with and apply brand guidelines consistently. By replacing outdated PDFs with a single, dynamic platform, we not only reduced inconsistencies but also saved the brand team significant time previously spent responding to asset requests and offering guidance.
Designed with scalability in mind, the hub is set up to grow alongside the organisation’s needs, supporting teams now and in the future. Early results show strong engagement: in the first month alone, the platform saw 489 unique users, 9,552 page views, 317 templates published, and 923 assets downloaded - clear indicators that the solution is delivering value from day one.
