Branding Project
The Arduino® Brand Hub, a design gospel
Created for:
Arduino
in collaboration with
Arduino Design Team
Role:
Tools:
Standards Site, Adobe Suite, Figma
The Arduino® Brand Hub is a centralized digital platform launched to ensure visual and communication consistency across teams and partners. As Visual Content Producer, I led the design and editorial strategy, crafting a dynamic tool that empowers users and reduces onboarding time.
The challenge
Prior to the hub, inconsistent use of typography and brand elements—especially by freelance collaborators—led to fragmented visual outputs. With tight timelines and minimal onboarding windows, there was a clear need for a unified platform that would shift responsibility to the user and streamline production workflows.
Concept & Strategy
The hub was built as a scalable system designed to reflect the nuances of Arduino's multiple product lines. Our approach was to demystify branding by keeping the tone accessible and human. The hub wasn't just about rules—it was about enabling creativity within a clear framework. It also marked a moment to reassess and strategically organize all past brand efforts, serving as both archive and north star.
Video by Fabio Ferrero
Visual Development
& Design System
We established a unified set of layout principles for social media assets, defined proportional use of typography, and created a photographic guide detailing lighting, subject framing, and color balance. An iconography system was also documented, complete with grid logic and style rationale, ensuring long-term scalability and brand coherence.
Deliverables
Using the Standards Site platform, the final deliverables included:
Full brand guidelines (logos, typography, color ratios)
Icon and photography systems
Asset templates for internal and external use
Media kits for partners and press
Clear instructions for print processes like silk generation
Though internal, the hub led to immediate improvements in visual consistency and asset quality. Freelancers and agencies quickly adopted it, cutting onboarding time significantly. Production of campaign materials became more autonomous, with fewer revision loops. Teams now had one authoritative source for all brand-related questions.
Lessons & Next Steps
The biggest hurdle was carving out time within an already stretched in-house team. This year-long effort, completed alongside other responsibilities, reinforced the value of persistence and cross-team feedback. Next, we aim to include guidelines on tone of voice, copyediting, and motion graphics to further enrich the brand toolkit.
Building the hub was a defining moment. It wasn’t just about tidying up assets—it was about envisioning where the brand could go. For the first time, our work was clearly documented, celebrated, and made useful across the organization. The hub became both a mirror and a map.
