GPM Digital Concepts Guidelines

Canvas White: #F6F4EB
Navy: #09263D
Deep Sky Blue: #1C4668
Burgundy: #720632
Magenta: #970A44

This brand strategy project focuses on defining a strong personal brand identity for myself, a UX/UI designer operating within the digital, technology-driven design space. The purpose of this project is to position the designer as a bold, professional, and reliable creative, capable of transforming ideas into meaningful, user-centred digital experiences.

Overview

The brand strategy was developed to support both short-term career goals, such as securing a paid internship within companies like Amazon Web Services (AWS), Absa, or similar organisations, and long-term ambitions, including becoming a highly sought-after designer within major technology, finance, e-commerce, and healthcare companies.

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Research

Target Audience

The primary target audience for this brand consists of employers, hiring managers, recruiters, and design leads within the finance, e-commerce and technology and the healthcare sectors. Research into job listings and company career pages showed that these employers value strong UX/UI fundamentals, ability to design user-centred solutions, clear problem-solving skills, collaboration with cross-functional teams, and clean, scalable, and accessible design systems.

Industry & Competitor Analysis

Competitor analysis focused on digital products and apps from media & entertainment (Disney+), energy/utilities (Eskom Se Push / ESP), and gaming (PlayStation App). Key insights from user reviews revealed that users value clarity, ease of navigation, and functional reliability. Frustration arises from poor usability, lack of control, and unclear system feedback, design issues such as missing feature, performance issues, and confusing layouts directly impact user trust.