Extending the new brand to digital with a unified design approach

In 2023, T. Rowe Price launched its largest brand refresh in decades, with the Else team leading the translation of the new visual identity into digital solutions.

We collaborated with the internal brand team to create a digital-first colour palette and typographic approach, refreshed over 20 components, and developed three enterprise-wide sites to introduce the new brand to global customers.

Key challenges included:

- Adapting Beacon, T. Rowe Price’s design system, to the new brand.
- Creating a unified design approach across the organisation.
- Elevating the brand’s look to stand out against competitors.

My main responsibility was designing the "About Us" page, requiring new components from Beacon. We defined a digital-safe colour palette and selected the Rocky font after extensive accessibility testing. For illustrations, I worked closely with an illustrator to achieve a compelling style, presenting concepts to stakeholders for approval.

We streamlined communication by establishing consistent design tokens and conventions, improving collaboration between brand and content teams with a single source for design standards.

Our efforts resulted in new page designs for the enterprise site, including Home, About Us, and Insights, each localised for various markets. We also introduced a new illustration style, font, and interactive features that distinguished T. Rowe Price from its competitors.