Corporate Design Standards

🥗 The Power of Color in Design Color plays a key role in design, shaping emotions, interactions, and perception. Whether in branding, websites, or print, a well-chosen color palette enhances readability, directs attention, and strengthens messaging. 🥗 Color Balance for Harmony Using colors correctly creates a smooth, natural design. Without balance, a design can feel overwhelming or confusing. Key elements of color balance: • Proportion: Distributing dominant, secondary, and accent colors effectively. • Contrast: Ensuring colors complement rather than clash. • Saturation & Brightness: Adjusting intensity for the right visual impact. • Context: Choosing colors that suit the medium (print, digital, branding). 🥗 How to Achieve Good Color Balance? A simple guideline helps maintain harmony: • Main color (60-80%) – The base color that sets the tone. • Secondary color (15-30%) – A complementary color to add contrast. • Accent color (5-10%) – A highlight color used for emphasis. 🥗 Opacity Adjustments for Depth & Focus Varying opacity can soften backgrounds, enhance readability, and create a layered, visually appealing design. 🥗 Tinted Whites for Warmth & Coolness Instead of pure white, slight tints create a more refined and cohesive look, blending better with surrounding colors. 🥗 Muted and Darkened Tones for Subtle Contrast Softening or darkening colors maintains contrast without being too harsh, resulting in a more sophisticated, polished design. 🥗 The Minimalist Approach (When Less is More) A simple color palette can be just as powerful as a complex one. Monochrome or closely related colors create a timeless, elegant look that enhances clarity and professionalism.

I have spent hundreds of hours analyzing design systems. One of the things that confused me for many years is how to structure color scales and tokens. I have experimented with multiple structures at different sizes of design systems, and at a high-level recommend the following approach: 1. Primitive Colors Your design system foundations should always start with a full color scale that is based on your brand identity. We call these colors Primitives, and your variable/token collection should look like this: - purple-600 - purple-500 - purple-400 - And so on.. To create a Primitives palette you will want to start from your main brand colors and use a tool like UIColors, Supapalette, Colorbox to expand to the full scale. (links in comments) This is a great foundation to have, as it gives you a set of shades that can be used in different ways, and ensures all of them have consistent hues, saturation and brightness. However, Primitive colors are simply not effective when used directly in your designs: - They create ambiguity - Their names have no contextual meaning - They are often misused due to similarity If you have had the “why are there 20 different shades of gray?” conversation with an engineer, you know what I mean. So let’s see how we can improve that. 2. Semantic Colors This is my default recommendation to all product design teams that don’t have a highly complex design system. What you will want to do here is create a new variable collection named Semantic, which is what’s visible in your design files, and comprises of: - Brand / Action - Text - Link - Border - Icon - Surface / Background - Bias - Data / Charts Each color should point to a primitive value, e.g. - text-primary → gray-800 - text-secondary → gray-600 - text-tertiary → gray-400 This takes a bit of setting up, but creates immense long-term value. A great example of a simple, theme-level Semantic structure is Shopify’s Polaris (link in comments) 3. Component-level Semantic Lastly, if you are working on a design system with a lot of complexity and, ideally, a dedicated design systems team, you might want to add another level of hierarchy and specify colors at a component-level. In this structure, you would want to create color tokens based on how they are used in each component. - input-text-filled → text-primary - input-text-placeholder → text-secondary - input-text-disabled → text-tertiary This eliminates all guesswork, but also increases the complexity exponentially. It does serve a purpose though. As design systems scale, you may find that: - A theme-level semantic structure is too restrictive - There is still some guesswork - Decisions need to be documented. An example of this is Uber’s Base and Adobe’s Spectrum design system, linked in the comments. I’m curious to know, what structure are you using for your design system and what has worked well for you? — If you found this useful, consider reposting ♻️

There is no creation without consumption. Sharing some lessons for building a culture of content consumption & good taste in your creative team: I genuinely believe your creative team needs to own your brand. What I mean by that is: own how the brand is perceived, comes across visually, how it speaks, etc. Now, while some leadership teams understand the importance of brand, they don't understand the input levers to make it happen. From my learning: a core input to create great brand perception is to solve for your team's taste. Now, how do you do that? Great creators are often consumers of great content. There are ways to solve this. Sharing some steps: - Solve hiring: majority of the problem lies here. Teams tend to hire people for a current burning problem & overlook taste. At GrowthX, we have one interview round with applicants where we just judge them on taste. We do this by asking them to show us the top creators they follow, walk us through work that might not have performed amazing but they're proud of, asking what niche cultures do they follow. If they introduce you to something you had no idea of, chances are they get it. - Daily consumption: we encourage, hell, force our team to share content they're consuming on the creative Slack channel. There is no compounding in self hoarding. We quickly take references from good stuff. We also publicly bash each other if someone's consuming absolute brain rot. - One owner of taste: one person in the team, ideally the lead/founder, needs to own the bar of taste. They need to articulate it, show references & disseminate it within the team. Initially, they also need to take final calls on which projects see a green flag & which get discarded. Taste cannot have democracy, it's a dictatorship & that's the only way. - Set bar very clearly: show your team the bright aspirational side. Show them references of what great quality looks like. Do not accept anything below it for a long time. Show them creators/artists/brands you resonate with. Compare their current work vs the ideal state side by side. This makes the quality bar extremely clear in everyone's heads. There is a quant + qualitative side to this. But, the only way build a team with great taste is by being on top of it & personally taking up the responsibility on yourself to make it happen. Doing the right thing over a long period of time produces good outcomes ❤️

After working with 4,000+ teams through awork, I've noticed something consistently: the best-run agencies are rarely chaotic - even if the creative front looks that way. Behind the scenes, it's a tightly run ship. The most successful agencies may seem all over the place, sometimes even unhinged on the creative front, but they seriously invest heavily in the infrastructure that lets it run smoothly. There's a reason why they outperform everyone else. What specifically sets these teams apart? They really understand that professionalism is part of their product, not just something that lives in the back office. It's actually part of a good pitch - they take full ownership of organization, management, and planning. This includes: → Tight budget control → Clear infrastructure and deadlines → Professional, highly skilled project management → Consultants who expertly "cover" the creative chaos (which is still required for really good creative output) Want one actionable advice you can adopt tomorrow to be more like these top 1% agencies? 👉 Make the process part of your pitches. Always. Sell the process. Make it part of the product. It's not just about the creative output, but obviously also the process that you're going to run to get there. Most agency quotes consist of a lot of the creative output, a lot of the things that you're going to build, design, write, whatever. Make "how is the project going to run and what is it going to cost the client" a standard module in every quote that you write. Put a price tag on it. Make it something the client actually pays for because that will seriously show how much they value good process. Are you making your process part of your pitch deck (and budget)? Drop a comment if this is something your agency is already doing — or thinking about implementing.

𝐃𝐨𝐞𝐬 𝐘𝐨𝐮𝐫 𝐖𝐚𝐫𝐝𝐫𝐨𝐛𝐞 𝐒𝐩𝐞𝐚𝐤 𝐭𝐡𝐞 𝐋𝐚𝐧𝐠𝐮𝐚𝐠𝐞 𝐨𝐟 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩? 🎖️ Think about the last time you walked into a meeting. Before you said a word, decisions were being made about your authority, competence, and influence—all based on what you were wearing. Surprising? It shouldn’t be. In the corporate world, style isn’t superficial—it’s strategic. Corporate styling for men is more than suits and ties. It’s about creating a personal brand that exudes confidence, precision, and professionalism. So, how do you ensure your wardrobe works for you, not against you? 𝐇𝐞𝐫𝐞’𝐬 𝐚 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐰𝐞𝐞𝐤: 1️⃣ Master the Fit Game: Forget trends—focus on fit. A well-tailored suit instantly elevates your appearance. Whether it’s a blazer or trousers, the fit should enhance your frame, not hide it. A simple adjustment by a tailor can take you from average to exceptional. 2️⃣ White Shirt Rule: Invest in crisp, high-quality white shirts. They’re versatile, timeless, and exude quiet confidence. Pair them with a dark suit for formal meetings or under a blazer for a polished yet approachable look. 3️⃣ The Power of Subtle Accessories: A sleek watch, a leather belt, or even a pocket square can subtly enhance your look. Keep it understated. These details signal that you’re meticulous and attentive without shouting for attention. 4️⃣ Polish Your Shoes—Literally: Men often overlook this, but nothing ruins a powerful outfit faster than scuffed shoes. Keep your footwear clean and polished. Dark leather shoes—oxfords or loafers—are essentials that complete a sophisticated look. 5️⃣ Keep It Simple: Avoid loud patterns or flashy colors. Stick to classic hues like navy, charcoal, or black. Simplicity speaks volumes—it shows focus, clarity, and self-assuredness. 𝐍𝐞𝐯𝐞𝐫 𝐌𝐢𝐬𝐬 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬! Every meeting, handshake, or presentation is an opportunity. 𝐁𝐮𝐭 𝐡𝐞𝐫𝐞’𝐬 𝐭𝐡𝐞 𝐭𝐫𝐮𝐭𝐡: it’s not always the most prepared person who leaves the strongest impression—it’s often the most polished. Your style silently communicates who you are before you ever speak. And when you know you’re dressed well, you feel it: standing a little taller, speaking with more conviction, and leading with quiet assurance. Ready to level up your professional style? There’s more to explore than the basics. Corporate styling is an art, and when tailored to your unique goals, it can transform your presence. 🔗 https://lnkd.in/de-GUaQb Book a 𝐜𝐨𝐫𝐩𝐨𝐫𝐚𝐭𝐞 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 𝐜𝐚𝐥𝐥 with us at Image Consulting Business Institute to discover how strategic styling can elevate your leadership, confidence, and career trajectory. Sometimes, all it takes is a well-placed detail to make a lasting impact. #CorporateStyling #MenInLeadership #ProfessionalAppearance #ExecutivePresence #CorporateTraining #ICBI #Leadership #StyleMatters #PersonalBranding #RakeshAgarwal

Dressing up for the corporate world isn’t about being formal. It’s about being intentional. The moment you step into a room—before you say a word—your presence speaks. And in the corporate space, how you dress directly impacts how you’re perceived: ✅ Credible ✅ Confident ✅ Competent Here are 3 things I always tell professionals when it comes to corporate dressing: 🔹 Dress for your role—and your next one. Your clothing should reflect not just who you are today, but where you’re headed. Leadership often looks the part before it’s officially assigned. 🔹 Fit > Fashion. An average outfit that fits perfectly looks sharper than an expensive one that doesn’t. Tailoring is non-negotiable. 🔹 Neutral doesn’t mean boring. Well-structured silhouettes, layered textures, and a strategic pop of color (a statement watch, a sleek bag, or power heels) can bring authority and personality to your look. 🤝 Whether you’re in a boardroom, pitching to clients, or leading a team—what you wear should reinforce your value, not distract from it. Your appearance is not vanity—it’s strategy. Start using it to your advantage. #CorporateStyling #ExecutivePresence #ImageConsulting #ProfessionalBranding #DressForSuccess #LeadershipImage

In the last 4 years, I’ve seen startups pour their hearts and money into branding and packaging, only to watch their brand identity crumble across digital platforms. You know why? Because most businesses treat branding as a one-time design project instead of an ongoing story. So, you’ve got your: -Logo designed -Colors in place -Packaging sorted But is that all? No. Ever wonder why Mc Donlads feels the same in Tokyo and Toronto? The answer is their universal brand guidelines. Here are 5 steps to ensure your brand guidelines cover every area of your identity: 1️⃣Make Brand Guidelines Your Brand Bible Here are just a few things you should document: >> Primary and secondary color codes (not just “blue”) >> Font combinations for every platform >> Voice guide with actual examples (“Write like this, not like that”) >> Pre-approved image styles and filters >> Response templates for customer service etc 2️⃣Create Platform-Specific Playbooks Instagram isn’t LinkedIn. Each platform needs its own strategy while keeping your core identity intact. 3️⃣Set up systems to prevent brand dilution: >> Weekly content review sessions >> Shared asset libraries with locked brand elements >> Regular team training on brand updates 4️⃣Adapt Smartly >> Schedule quarterly brand reviews >> Track engagement across different brand expressions >> Test and document what works (and what doesn’t) Brands with consistent messaging across all channels see a 20% boost in revenue. Yet in 2025, I still see most businesses leaving money on the table with cluttered brand identities. Don’t be one of them.

Change management practitioners know that employees aren’t resisting change, they’re searching for clarity. Last November, a global 1,275-employee org filled out our demo request form on our website with an urgent need. They were in the process of acquiring THREE companies. They knew it was a herculean lift ahead of them. Not only did they need to unify branding, consolidate tech, and implement processes. They also needed to update all of their content across the board, both internal and external. Their plan: - hire a design agency for external content - apply the same polish to internal content later Easy, right? 🫣 Spoiler: *gasp* It wasn't. Marketing teams were stretched too thin to design the internal content. They were drowning in external demands (and burnt out). Managers Frankensteined mismatched assets. Employees felt lost in a “sprawl of many,” not one unified team. “We’re not designers,” their HR lead told me. “But without visual consistency, our message falls flat.” At larger companies, a Center of Excellence (CoE) is supposed to solve this. But when teams are siloed, even best practices gather dust. Here’s how we helped them pivot and how you can too: [1] Build a DIY Content Hub, Not a Black Hole Create a centralized library of on-brand templates (think: change timelines, FAQs, job aids, and decks). Pro tip: Tag assets by role/use case. No more “I didn’t know this existed!” [2] Managers = Micro-Influencers Arm them with “snackable” visual content (e.g. a 5-slide PPT + caption starters for Slack/Teams). Our client saw a 38% spike in engagement when leaders shared snack-sized updates vs. an avalanche of information. [3] AI Guardrails > Branding Gatekeepers Use AI-powered CoE tools to auto-apply brand fonts/colors AND suggest messaging tweaks for different audiences. Bonus: Marketing stopped playing “brand police” and started high-fiving HR. The result? That client now ships unified, visually compelling change comms 4x faster on the same team size. Have you experienced this scramble before? If so, we salute you 🫡

✅ It’s not just about trends or brands. ✅ It’s about visual strategy. ✅ It's about balance, proportion, and polish. 𝐇𝐞𝐫𝐞’𝐬 𝐰𝐡𝐚𝐭 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥 𝐢𝐦𝐚𝐠𝐞 𝐜𝐨𝐧𝐬𝐮𝐥𝐭𝐚𝐧𝐭𝐬 𝐤𝐧𝐨𝐰 (𝐚𝐧𝐝 𝐰𝐡𝐚𝐭 𝐦𝐨𝐬𝐭 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥𝐬 𝐚𝐫𝐞𝐧’𝐭 𝐭𝐚𝐮𝐠𝐡𝐭): 🔹 Want to draw attention to the face in a boardroom? Opt for structured collars, upward necklines, subtle earrings, or a clean updo. It lifts the eye to where communication happens. 🔹 Looking to soften broader shoulders or downplay upper body volume? Pair darker, matte-toned blazers with subtle detailing and go for V-necklines to elongate. Keep prints minimal in those zones. 🔹 Need to enhance lower body proportions for balance? Introduce slightly flared or tapered trousers with vertical detailing, pinstripes, or lighter hues below the waistline. 🔹 To elongate the frame for a taller impression? Use monochromes or tonal layering, navy on navy, greys with pewter, deep olive with sage. The visual continuity does the job. 🔹 And to command a room without saying a word? Ensure your fit is sharp, your shoes are intentional, and your accessories are minimal yet deliberate. (Think: one statement piece, not a collection.) In consulting and corporate spaces, the objective is never to hide. It’s to refine focus, to draw attention where it matters, and balance where it needs support. Because your appearance isn’t just an afterthought. It’s the prelude to how your ideas are received. 🧠 When visual presence aligns with personal substance, credibility speaks before credentials. If you're looking to curate a wardrobe that works with your body, for your role, and in your environment: This is where strategic styling becomes a professional asset. 📌 I work with individuals and teams to build visual identities that match their goals, without ever compromising on authenticity or comfort. 𝐃𝐌 𝐭𝐨 𝐞𝐱𝐩𝐥𝐨𝐫𝐞 𝐜𝐨𝐫𝐩𝐨𝐫𝐚𝐭𝐞 𝐬𝐭𝐲𝐥𝐢𝐧𝐠 𝐜𝐨𝐧𝐬𝐮𝐥𝐭𝐚𝐭𝐢𝐨𝐧𝐬 𝐟𝐨𝐫 𝐢𝐧𝐝𝐢𝐯𝐢𝐝𝐮𝐚𝐥𝐬, 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐭𝐞𝐚𝐦𝐬, 𝐨𝐫 𝐞𝐯𝐞𝐧𝐭-𝐛𝐚𝐬𝐞𝐝 𝐰𝐚𝐫𝐝𝐫𝐨𝐛𝐞 𝐜𝐮𝐫𝐚𝐭𝐢𝐨𝐧. #CorporateStyling #ImageConsulting #ExecutivePresence #StyleWithPurpose #VisualIdentity #ProfessionalWardrobe #EventStyling #StylingForSuccess #StrategicStyle #DressWithIntention #NandiniKhanna #SoftSkills

You can’t just update the visual identity, drop a set of guidelines into a shared folder, and expect adoption beyond some visual updates. Just like it’s not enough for your brand to just say it’s 'innovative' or 'people-first.' Those promises have to show up again and again in how your team is treated, empowered, and led. A rebrand that works beyond a visual update starts with listening and understanding. It means gathering insight from employees in the same way you would from your customers.   Next comes co-creation. Identify the champions within your business - those who already live the values you want to scale - and bring them into the process. Give them ownership. They should be used as early testers, not only for messaging but also for the emotional resonance of the new visual brand.   And finally, it demands intention. Your internal brand rollout needs as much planning as your external launch. What’s the story? What changes? How will it show up in day-to-day culture, in onboarding, in recognition, in leadership behaviours? Otherwise, you’re not branding - you’re just putting on a visual performance.