Multiverse: Rebrand

Overview

Multiverse is a leading tech company delivering professional apprenticeships and digital training across the UK and US.
Following a company-wide rebrand, the marketing site needed a full visual overhaul — but the project also presented an opportunity to strengthen the design system and improve CMS workflows.

The goal was to apply the new brand across all core pages, while creating a more consistent, maintainable design foundation for future growth.

My Role

I led the design side of the project, mentoring a another designer and collaborating closely with brand, marketing, and engineering teams.
My work involved:

• Leading discovery and planning for rebrand implementation

• Rebuilding the design system and component library in Figma

• Partnering with engineering to align design tokens and component behaviour

• Supporting CMS editors by improving component usability and guidance

This was a hands-on role, balancing creative direction, stakeholder alignment, and detailed execution.

The Challenge

At the start of the project, the site was built on a mix of outdated and inconsistent components.

The rebrand offered an opportunity not only to refresh the look and feel but to streamline the system supporting it.

Key challenges included:

• Tight three-month delivery window

• Conflicting stakeholder priorities across design, brand, and marketing

• Brand guidelines not optimised for digital use (oversized typography, impractical scales)

• CMS components unclear or deprecated, causing confusion for editors

Research & Planning

I began with a full audit of the existing design system and CMS library to identify redundant, duplicated, or unclear components.
Through stakeholder interviews and CMS user sessions, I found editors struggled to know:

• Which components were current

• How to use them correctly

• What sections belonged on which page types

This research informed a plan to rebuild the system with clearer guidance and tighter design-to-dev alignment.

Design Process

Rebuilding the Design System

Working with engineering, I rebuilt the design system from the ground up to support the new brand.
We aligned naming conventions, design tokens, and component structures between Figma and the CMS, ensuring one-to-one parity between design and code.
This allowed both teams to move faster and maintain consistency.

Brand Application

The rebrand required translating large-scale brand elements into a flexible digital system.
I adjusted type scales, spacing, and colour contrasts to balance visual intent with accessibility and usability.
This work preserved the spirit of the new brand while making it practical for responsive web use.

Editorial Improvements

We used the rebrand as an opportunity to improve the CMS editing experience.
By consolidating components and simplifying naming, editors gained more confidence in building pages correctly and consistently.

Collaboration & Alignment

Stakeholder alignment was one of the most complex parts of the project.

To streamline feedback, I ran smaller pre-alignment sessions with brand, marketing, and engineering teams before larger review meetings.

This ensured everyone’s priorities were heard and helped reduce friction in group discussions.

Outcomes

Despite the short timeline, we successfully delivered a fully rebranded site and a rebuilt design system that improved both consistency and usability.

Key outcomes:

• Unified design system aligned with CMS components

• Streamlined editorial workflows and improved clarity for editors

• Clearer collaboration between design and engineering

• Strong visual consistency across the UK and US sites

After delivery, a dedicated team was established to continue iterating and expanding on the system foundation we created.

Reflection

This project reinforced the importance of treating a rebrand as more than a visual update — it’s an opportunity to strengthen systems, align teams, and make design work more scalable.

It was also a great example of how collaborative planning and small process improvements can lead to large, long-term benefits.