P11
Brand System Logic
Jio®, an Indian telecom giant, operates in multiple verticals, including telecommunications, digital services, broadband, e-commerce, and media and entertainment. The company is transforming the industry in India by offering cost-effective data plans and extensive connectivity.
Throughout an eight-month project, I led and managed a small team of designers, guiding the refinement of the Visual Brand System logic across digital and motion design.
— Project
Spanning sectors from telecommunications to digital services, e-commerce, and media, Jio required a visual system built for scale, automation, and cross-platform consistency. The design language needed to be instantly recognizable, rooted in Indian culture, and simple enough for designers, stakeholders, and users to interact with intuitively.
This project marked my first deep engagement with design automation—translating scalable creative systems into software tools and plugins to support consistent brand expression. From atomic components and logo variations to color libraries and accessibility-compliant UI elements, every asset was developed with adaptability, longevity, and technical integration in mind.
With Jio’s vast presence across industries, the focus remained on creating a brand system that could flex across diverse contexts—maintaining clarity, credibility, and trust while supporting both user experience and internal workflows at scale.
— Team
Christopher Maclean: Head of Design
Franco Roncoroni: Design Director
Urmi Banerjee: Senior Brand designer
Ameya Nikose: Brand & UI Designer
Ashi Srivastava: Junior Designer
— Client
Jio
— Company
Freelance
— Output
Band System implementation, Brand Identity, Brand System Design, Art Direction, Marketing Design
