The Challenge

In 2024, Valley Bank went through an organization-wide brand overhaul that included both visual and verbal expression and generated a large quantity of assets—from a refreshed logo to new icons and a unique illustrative collage library.
In-person brand trainings were conducted for associates to introduce the new identity.

Once the brand work was complete, marketing needed a controlled way for associates across the organization to access these assets and create their own on-brand content. The challenge was providing brand access that reduced requests to the creative team while maintaining consistency, avoiding overwhelming non-designers with complex guidelines, and integrating seamlessly with the established DAM.

The Solution

I conceived and designed a brand hub solution to connect training completion to asset access. The solution was built using a DAM-compatible platform. After wireframing the requirements together, the website administrator built the framework while I focused on curating and uploading all brand assets. Once associates complete the required brand training modules, they unlock a comprehensive self-service portal with brand cheat sheets, downloadable logos, icons, illustrations, and branded templates for PowerPoint presentations, social media posts, and LinkedIn banners. The hub also features a curated selection of branded imagery that rotates regularly to keep content fresh.

Branded assets were grouped into collections for easier visual search

Continuous Optimization

Built-in analytics track user search behavior and download patterns, revealing pain points and popular assets. These metrics guide ongoing improvements—heavily downloaded images are regularly refreshed to keep content current, and search data helps optimize asset organization and discoverability.

Future Vision

The next phase involves Adobe Express integration, allowing approved users to access pre-built templates directly within Express while maintaining creative oversight. This evolution will further streamline the design process, enabling real-time collaboration between associates and the creative team.