IE
University
The most important educational institution in Spain and one of the world’s leading business schools, with over 75,000 alumni from 171 countries and 6,000 students.
Since 2020, the institution has adopted a holistic branding perspective and a new methodology for marketing material production.
Challenge:
The institution’s growth led to brand fragmentation and a loss of consistency.
Visual
Identity
We created a global brand identity and unified all design elements in a new Design System.
We developed the necessary assets to meet digital production needs. All communication materials are now component-based Figma® templates, empowering teams with autonomy.
Tokenization
We transformed key brand elements—such as colors, spacing, and typography—into tokens that serve as the structural foundation of all graphic assets.
An online, open, and collaborative platform that unifies all brand assets and is used by over 300 users at IE.
The Design System enables a new workflow methodology, providing autonomy to teams while keeping corporate materials consistently up-to-date.
Results:
Currently, around 70% of marketing teams engage actively with the Design System. Using the implemented methodology, we produce over 15,000 communication materials annually, with 60% automated. Tokenization allows us to integrate Figma® and Artificial Intelligence, simplifying the automated creation of visual assets.
