Creating a unified brand asset for internal communication

As Desker grew in scale and sales, the need for consistent brand communication became essential. The goal was to create an internal brand book that consolidates Desker’s core assets — defining its visual rules, tone, and external communication guidelines. This publication serves as a foundation for maintaining coherence across all brand touchpoints, both inside and outside the organization.

Solution

Visualizing brand philosophy through material and restraint

I designed the Desker brand book to embody the company’s three core values — Simple, Fundamental, and Expanding. The cover design embraces minimalism by relying solely on print without ink, reflecting the brand’s focus on essentials. This restrained approach not only highlights clarity and precision but also symbolizes the limitless expansion that grows from a strong foundation.

Layout System

Translating Desker’s values into structured composition

The brand book layout was built around Desker’s core principles — Simple, Fundamental, and Expanding. Thin lines and pared-back typography were arranged in a consistent grid to reflect the brand’s minimal and functional identity. Chapter title pages introduce subtle variations, hinting at the idea of Expanding by showing how the system can flex into multiple expressions while staying grounded in clarity.

Design System Extension

Translating brand rules into practical templates

I created social media content examples using Desker’s graphic guidelines — applying the brand’s typography, layout system, color palette, and photography style. These examples serve as internal references, enabling the team to produce consistent and on-brand social media content in future campaigns.