Overview
City Furniture's creative department had a visibility problem. Teams across the company didn't have a clear picture of who the creative department was, what sub-teams existed, or where to find their resources. Information was scattered across documents and links with no central source of truth.
With a company rebrand on the horizon, I saw an opportunity to solve this. I pitched:
A new identity for the creative department to go with our rebrand
An internal site that would give the creative department a home, a single place for people, teams, resources, and links.
I worked with our VP of creative on the new team logo.
Process
I led design end to end, partnering with our VP of Creative and team leads across copywriting, communication design, and research to bring in insights and context. My plan was:
Present the creative team in a very professional and exciting way through the homepage
Create a simple way to navigate creative teams and find essential resources easily through reusable templates
Do all of this in a very lean way with as few tech dependencies possible
Auditing
I ran an audit and found over 70 active documents and 90+ links scattered across eight different locations including Google Drive, Google sheets, SharePoint, OneDrive, Teams, and email threads. I organized them by category for easy reference when building out the design.
Color usage
Logos
Social guidelines
Container sizes for emails
Design system
Voice
Brand Standards
Customer profiles
User testing results
Photography standards
Aspect ratios
Slide templates
User persona
Spacing
Type styles
Font files
Color tokens
Grids
Structuring a template
The biggest challenge was organizing all of that inconsistent information into a coherent structure visually. Every team described themselves and their resources differently, so a large part of the early work was creating a shared framework that could flex across sub-departments without feeling generic. This would work as the basis for each teams individual page.
Digital product design
Research
Communication design
Branding
Goal: one template for all teams
Approach
I decided to build in Framer which meant owning design and development end to end. No handoffs, no waiting on engineering and feedback could turn into changes quickly.
The visual language was designed to match the incoming rebrand from the start and not like something that would need a visual overhaul right after our new brand launch.
Homepage design
The homepage utilized new assets and recycled media from previous projects. The structure was meant to:
Quickly show pathways to navigate to team pages
Showcase of our values
Show examaples of work with a grand reveal of the new team logo at the bottom
Template design
In the end, I condensed everything down to a dedicated page per team, each following a consistent template that brought people, resources, and links together in one place.
Outcomes
The site is set to launch alongside the rebrand in mid-2026. Until then, a spreadsheet version of the directory is being used internally as an interim solution, giving teams immediate access to the same organized information while the full site is finalized.
Early reactions from creative leadership have been positive, particularly around how the directory makes the department's scope and structure visible to the rest of the organization for the first time. Teams now have a clear entry point to find people, resources, and assets.
© 2026 Jaime Carrasco. All rights reserved.
Made by @jaimcarrasco
