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.
Design language complexities can be a common challenge for big companies that work with a range of external agencies, freelancers and a large group of their own UX designers and developers.
This had happened to G-Star. Its website had changed gradually over the years, creeping away from its brand identity in tiny, regular increments. And all those small changes had added up to create a big dilemma. G-Star needed clarity on its digital brand rules and design language.
The solution? It was time for Youwe to step in, creating and deploying a digital design system for G-Star.
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 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 simpeler terms, G-Star has seen a significant 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 consistant 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!