Digital brand book
One place for the brand rules, used by 80-100 people across the company.
Sector:
B2B e-learning
Scope:
Brand guidelines, Content and structure, Webflow
Masterplan.com is a German B2B e-learning platform where many people create materials for the brand, not only designers. In 2022 I designed and wrote its digital brand book, an internal online guide, and I have been developing it ever since.
Digital brand book
One place for the brand rules, used by 80-100 people across the company.
Sector:
B2B e-learning
Scope:
Brand guidelines, Content and structure, Webflow
Masterplan.com is a German B2B e-learning platform where many people create materials for the brand, not only designers. In 2022 I designed and wrote its digital brand book, an internal online guide, and I have been developing it ever since.
Digital brand book
One place for the brand rules, used by 80-100 people across the company.
Sector:
B2B e-learning
Scope:
Brand guidelines, Content and structure, Webflow
Masterplan.com is a German B2B e-learning platform where many people create materials for the brand, not only designers. In 2022 I designed and wrote its digital brand book, an internal online guide, and I have been developing it ever since.
The brief
There were no shared rules before. Everyone made the brand a little their own way, so materials from different teams looked different. The company needed one place where anyone could quickly find the right logo, colours and fonts, and know how to use them. It also had to feel helpful rather than strict: a guide that helps people create, not just a list of don'ts.
The brief
There were no shared rules before. Everyone made the brand a little their own way, so materials from different teams looked different. The company needed one place where anyone could quickly find the right logo, colours and fonts, and know how to use them. It also had to feel helpful rather than strict: a guide that helps people create, not just a list of don'ts.
2022 Frontify
2026 Webflow
2022 Frontify
2026 Webflow
2022 Frontify
2026 Webflow
Our answer
I built the brand book around four simple sections, Intro, Logo, Colours and Typography, plus a page with downloadable assets. I split the rules into two groups. Essentials cover the logo, colours and fonts and apply to everyone, with no exceptions. Recommendations help people create materials faster, with room to deviate when there is a good reason. Every rule comes with an example. For the logo, I explained when to use the pink primary version and when the vertical one, how the logo works on photos and backgrounds, how much clear space it needs and which mistakes to avoid. For colours, I added HEX, RGB and CMYK values, the 76 / 20 / 4 proportions that keep pink as an accent, and ready-made colour schemes. For typography, I explained what each typeface is for, how to build the type hierarchy from body text size, and which fonts to use where the brand fonts are not available, like in mailings and Google Slides. The first version ran on Frontify. In 2026 I moved it to Webflow and refreshed the typography: Circular for headlines, Maison Neue for text and Bright Clones for accents.
Our answer
I built the brand book around four simple sections, Intro, Logo, Colours and Typography, plus a page with downloadable assets. I split the rules into two groups. Essentials cover the logo, colours and fonts and apply to everyone, with no exceptions. Recommendations help people create materials faster, with room to deviate when there is a good reason. Every rule comes with an example. For the logo, I explained when to use the pink primary version and when the vertical one, how the logo works on photos and backgrounds, how much clear space it needs and which mistakes to avoid. For colours, I added HEX, RGB and CMYK values, the 76 / 20 / 4 proportions that keep pink as an accent, and ready-made colour schemes. For typography, I explained what each typeface is for, how to build the type hierarchy from body text size, and which fonts to use where the brand fonts are not available, like in mailings and Google Slides. The first version ran on Frontify. In 2026 I moved it to Webflow and refreshed the typography: Circular for headlines, Maison Neue for text and Bright Clones for accents.
My role
Designed the structure of the brand book and wrote all the content. Defined the split into essential rules and recommendations. Created visual examples for every rule: logo versions, colour proportions, colour schemes, the type hierarchy and common errors. Showed the rules on real brand materials, like ads, publications and social media graphics, so people can see how they work in practice. Built the first version on Frontify (2022), then moved it to Webflow (2026) and refreshed the typography. Set up the downloads page: logos, colours, fonts and a complete brand kit. Also designed the company master slides that keep presentations on brand together with the brand book.
My role
Designed the structure of the brand book and wrote all the content. Defined the split into essential rules and recommendations. Created visual examples for every rule: logo versions, colour proportions, colour schemes, the type hierarchy and common errors. Showed the rules on real brand materials, like ads, publications and social media graphics, so people can see how they work in practice. Built the first version on Frontify (2022), then moved it to Webflow (2026) and refreshed the typography. Set up the downloads page: logos, colours, fonts and a complete brand kit. Also designed the company master slides that keep presentations on brand together with the brand book.
Brand rules clear enough for everyone to use.
The idea behind the project
Brand rules clear enough for everyone to use.
The idea behind the project
The outcome
The brand book is used by 80-100 people across the company. Instead of asking designers for every file, people download the logo, colours and fonts themselves and check how to use them. Together with the master slides, it keeps internal materials and presentations consistent.
The outcome
The brand book is used by 80-100 people across the company. Instead of asking designers for every file, people download the logo, colours and fonts themselves and check how to use them. Together with the master slides, it keeps internal materials and presentations consistent.
