Project 2

Style Guide Creation

An industrial manufacturing and B2B sales company operated multiple standalone websites for its diverse product lines (flexible packaging, sorbents, and heat sealers). The lack of a centralized content strategy resulted in fragmented user experiences and severe operational inefficiencies. I designed and implemented a comprehensive multi-site style guide to standardize the digital footprint, streamline cross-functional workflows, and optimize search visibility.

The Problem

Without consistent governance, a decade’s worth of unmanaged content from multiple contributors had sparked critical external usability issues and internal workflow bottlenecks.

  • Fragmented user experience: Drastic inconsistencies in product presentation, brand voice, and visual execution across digital properties created a disjointed journey for customers navigating between product lines.
  • Internal operational friction: Without centralized documentation, cross-functional teams spent excessive time debating writing conventions and design choices, leading to duplicate work, delayed deployments, and high overhead.

The Approach

Successfully aligned designers, marketing, executive leadership, and the company owner to co-create a unified content guidance strategy that met every department's goals.

  • Stakeholder alignment: Facilitated meetings with cross-functional leadership to capture corporate objectives and codify a unified mission-driven brand aesthetic.
  • Content & UX audit: Evaluated existing site architectures, product page layouts, and messaging frameworks against core usability metrics.
  • Data-driven synthesis: Researched industry benchmarks, balancing page-speed optimization, organic discoverability, and user retention models.

The Solution

I architected and published a scalable, company-wide digital style guide that serves as a single source of truth for all internal creators. The governance framework explicitly defines:

  • Voice & tone: Concrete parameters for brand voice execution, structural terminology standards, and rules for B2B marketing copy.
  • UX & interaction writing: Guidance for microcopy, information architecture principles, and conversion-focused call-to-action (CTA) frameworks.
  • Inclusive design & accessibility: Content design frameworks aligned with WCAG (Web Content Accessibility Guidelines) to ensure legal compliance and universal usability, detailing rules for descriptive alt text, logical heading structures, and screen-reader legibility.
  • Asset standardization: Formatting requirements for technical product photography, descriptive content imagery, and text layout constraints to optimize scannability.
  • Emerging search strategy: Actionable playbooks optimized for legacy SEO, Generative Engine Optimization (GEO), and Answer Engine Optimization (AEO).

The Result

  • Operational efficiency: Eliminated content-related design debates and redundant editorial loops, optimizing the content production pipeline.
  • Enhanced brand perception: Qualitative feedback from internal staff and customer touchpoints indicates a significantly more cohesive, professional, and trustworthy user experience.
  • Measurable growth: Contributed directly to sustained audience engagement, resulting in a steady ~6% year-over-year growth in organic web traffic across all properties.