Brand Foundation & Digital Expression
Role
Lead Designer
Studio: Compose[d] Creative
Criterion Global
Criterion Global is a global media and data services company operating across multiple markets and regions. The organization lacked formal brand guidelines, creating an opportunity to establish a clear visual foundation that could support credibility, consistency, and scalability across digital touchpoints
The objective was to define a cohesive visual language that reflected Criterion’s positioning while remaining flexible enough to support complex, content-driven experiences.
Working in close partnership with Criterion’s principal and a Germany-based development team, I led the definition and execution of a foundational visual system for the brand’s digital presence.
The system was built on a Swiss-inspired grid, providing a rigorous structural framework to support clarity, hierarchy, and consistency across the site. Within this framework, I established:
• A clear typographic hierarchy to support complex information and long-form content
• Layout principles grounded in modularity and alignment, enabling flexibility without sacrificing structure
• A restrained color palette and visual rhythm that reinforce credibility and trust
• Scalable design patterns that could extend across pages, services, and future content
Design decisions emphasized precision and longevity, ensuring the system could evolve over time while maintaining brand integrity.
