Client
International Card Services (ICS)
Year
2025
Website
Collaborators
UX Design: Anneloes ter Harmsel, Herald Boer
Contributed to the restyling of core website components and the development of a multi-brand web design system, building on ICS’s existing multi-channel Figma foundation to support a large-scale platform migration.
As part of a broader platform migration, multiple ICS-owned websites were consolidated into a single technical and design framework—creating the need for visual consistency across brands without disrupting established user flows. The migration created an opportunity to introduce the newly defined brand identity to the web channel, where it had not yet been applied, while carefully managing risk within a live commercial environment.
My role focused on translating the new brand identity into the existing web component structure, ensuring a cohesive visual update while maintaining continuity throughout the migration process.
Given the scale of the migration, user-experience changes were intentionally minimal and highly targeted—limited to areas that directly supported conversion and brand values, while preserving existing structures elsewhere.
The homepage refresh demonstrates how brand updates were introduced without disrupting established navigation patterns or content hierarchy.
On top of the primitive foundation, a semantic variable layer was defined specifically for web usage—enabling consistent application of design intent while allowing individual brands to express their identity within shared constraints.
Clear documentation, including visual examples, was created to explain color variables and usage rules as part of the final design system deliverable.
