Role
Oversaw the digital implementation of Freshfields’ new global brand identity. Collaborated across product, IT, and branding teams to unify digital experiences under the updated visual system.
Project Overview
Freshfields underwent a significant rebrand, modernising their visual identity to reflect a more innovative, globally connected legal practice. My role focused on translating this new brand system into an intuitive and scalable digital experience—spanning their public website, internal platforms, and 600+ intranet sites used daily by 5,000 employees worldwide.
Objectives
● Translate the rebrand into a cohesive digital design system.
● Create an accessible, scalable Figma component library for global use.
● Modernise intranet UI/UX to support internal collaboration and efficiency.
● Improve engagement and usability through motion design and micro-interactions.
● Ensure global implementation consistency across 600+ internal sites.
My Responsibilities
1. Concept Design & User Testing
● Ran co-creation and discovery workshops with internal teams and stakeholders.
● Prototyped initial design directions for key components (navigation, cards, data tables, alerts).
● Conducted moderated usability tests with employees from diverse offices to ensure global usability.
● Iterated designs based on qualitative insights and behavioural patterns.
2. Figma Design System Creation
● Developed a robust Figma library aligned with the new brand: typography, colour tokens, iconography, spacing, and component states.
● Implemented atomic design principles to ensure scalability and modularity.
● Partnered with development teams to sync design tokens with their frontend implementation stack.
3. Motion & Micro-Interactions
● Designed subtle, purposeful animations for component transitions (e.g., menu reveals, form validation, tab switching).
● Created After Effects prototypes and exported to Lottie for dev integration.
● Ensured all motion was WCAG-compliant and supported accessibility needs.
4. Intranet Implementation at Scale
● Led the UX workstream for the redesign of Freshfields’ intranet—spanning over 600 sites across departments, regions, and practices.
● Developed intranet templates and UI patterns that balanced brand consistency with local flexibility.
● Collaborated closely with IT and content teams to ensure seamless migration and adoption.
● Designed training and design sessions with global intranet managers to ensure long-term governance.
Outcomes & Impact
✔︎ Fully operational, centralised Figma design system used firm-wide.
✔︎ 600+ intranet sites updated with new brand components and UX patterns.
✔︎ Reduced design-production friction for internal comms teams by 40%.
✔︎ Increased intranet engagement via better usability and interface clarity.
✔︎ Positive feedback from staff on improved visual appeal and intuitiveness.
✔︎ Set the foundation for future product development and branding consistency.
Reflections
This project was a blend of strategic thinking and design craftsmanship. Balancing the sophistication expected from a Magic Circle firm with the usability needs of a vast global workforce was both a challenge and a career highlight. It reinforced the value of systems thinking, cross-functional collaboration, and thoughtful design at scale.