xxllnc
A brand-guidelines project for xxllnc, a Dutch company building smart applications for government. The work focused on creating a clearer, more consistent brand across its digital products and online presence.
Client
xxllnc
Year
2023
Project type
Brand Guidelines & Digital Brand Direction
Credits
Dennis Roberts
Brand Guidelines
Digital Products
Government
Communication
Problem
xxllnc works across taxes, environment, productivity, social services, and case-based government work. The challenge was to create a brand system that could connect these areas clearly online. Collaboration was difficult at times, especially between client and designer, but we worked through it and put the direction into a clear, usable framework.
Role & Scope
I developed the brand guidelines and helped shape how xxllnc presents itself across its digital products and online communication.
Outcome
The work created a clearer foundation for presenting xxllnc’s applications, teams, support, stories, and services to the public sector.
Timeline
Brand exploration, guidelines, communication, and digital application.
Context & Constraints
The brand needed to stay consistent across many government-focused applications and audiences.
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xxllnc covers several public-sector domains.
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The identity needed to work across products, teams, and case studies.
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The online presence had to make complex applications easier to understand.
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Client and designer communication required patience and alignment.
Process
01
Understanding xxllnc
I looked at the company’s applications, teams, and public-sector focus to understand what the brand needed to communicate.
02
Brand Principles
The direction focused on clarity, consistency, and making a broad digital offer feel connected.
03
Guideline Creation
I created the brand guidelines to give the identity a clearer and more usable foundation.
04
Communication
The collaboration required open discussion and iteration. Together, we translated different opinions into a workable direction.
05
Digital Application
The guidelines were shaped for applications, teams, support, success stories, and online communication.
Design Decision
Client Opinions vs Shared Direction
The project required alignment between different perspectives and expectations.
Option A
Keep the direction open-ended
Option B
Work toward a clear shared framework
Chose: A clear shared framework
Through discussion and iteration, we turned a difficult collaboration into a practical direction that could be put into use.
Learnigs
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Clear guidelines help connect complex products.
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Communication is part of the design process.
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A broad offer needs a simple brand structure.
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Good collaboration can turn disagreement into a stronger result.
What I'd do differently
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I would align on the brand principles earlier.
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I would test the guidelines across more product examples sooner.
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I would create a clearer feedback process from the start.
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I would connect the guidelines to a longer-term content system.
