Case study20254 min read

One consumer-health brand, kept consistent across nine markets

Nine market teams redrew the same brand by hand and reused claims their market had not approved. We built design tokens, templates, a claims library and an agent that flags errors before a person reviews.

Client
A consumer-health brand sold in nine markets
Sector
Consumer health
Duration
6–9 months
Year
2025
Disciplines
Blister packs of tablets and capsules in red, white and blue, piled together.
Every pack, in every market, built from the same templates.Photo: Volodymyr Hryshchenko on Unsplash

The engagement in figures

markets sharing one set of templates
9
claims library with approval history
1
disciplines in one team
3
assets an agent can approve on its own
0

Chapter 01 / 04

The challenge.

The briefKeep one brand consistent in nine markets without slowing any of them.

Nine markets sold the same portfolio under the same name and shared little else. Each adapted packs and campaigns locally, usually by redrawing the last file that looked right. Local partners rebuilt existing layouts, colours shifted between printers and type sizes on regulatory panels varied by country.

The bigger risk was in the claims. Wording cleared by one market’s regulatory reviewer was copied into another market’s assets, where it had never been approved. Nobody knew which claims were cleared where, so every asset was fully reviewed again, leaving reviewers little time for new work.

The brief: make correct assets easy for local teams to build, and leave every approval with the people accountable for it.

A pharmacist in a white coat reaching for a medicine box on a pharmacy shelf.
On the shelf, each market showed its own version of the brand.Photo: National Cancer Institute on Unsplash

Chapter 02 / 04

Our approach.

A hand with a pen over an open notebook, a laptop on the meeting table behind it.
The audit came first: every difference between markets, written down and marked as needed or accidental.Photo: Sarah Elizabeth on Unsplash

We started with an audit, not a style guide. We collected the assets in circulation across the nine markets, laid them side by side and marked every difference as needed or accidental.

The audit gave us one rule: decide what must be identical, decide what may flex and write both down. The mark, colour roles, type scale and pack hierarchy became fixed. Language length, regulatory panels and imagery became flex rules with clear limits, agreed with each market lead.

Claims got the same treatment. Each claim became a record outside the artwork: the wording, the evidence and the markets where it is approved, with reviewer and date. The brand-check agent was built last and tested on past assets before it saw a new one.

The process

How the engagement ran, step by step. Phases overlap where the work allowed it.

  1. 01Weeks 1–4

    Audit

    Every live pack and asset from the nine markets on one grid, each difference marked as needed or accidental.

  2. 02Weeks 5–10

    Rules

    Fixed, flexible and local: three tiers written down and agreed with each market lead.

  3. 03Weeks 11–20

    Templates

    Tokens, pack templates and the claims library, published on a guidelines website.

  4. 04Weeks 16–24

    Agent

    The brand-check agent, tested on past assets before checking new ones.

  5. 05Months 6–9

    Rollout

    Market by market, with a person approving every asset the agent flags.

Chapter 03 / 04

What we built.

Hands typing on a laptop at a wooden desk, a grid of photographs on the screen.
Flex rules, written down: what a market may change, and what it may not.Photo: Kelly Sikkema on Unsplash

Design tokens carry colour, type and spacing into pack templates, campaign layouts and the guidelines site, so a change made once reaches every market.

Local teams build from templates that apply the flex rules. A market can set its own language and regulatory panel; it cannot move the hierarchy or invent a colour.

The claims library sits underneath. A team placing a claim can only choose wording approved for that market. Anything else goes to the market’s reviewer as a request, with the evidence attached.

The brand-check agent reads each asset before review. It checks the layout against the rules and each claim against the library, then flags each problem and the rule it breaks. Every check, flag and decision is written to an audit log.

What people see on screen

An illustrative drawing of the screen we built, showing what the agent does and where a person decides.

  • Passed
  • Flagged
  • To a person

An illustrative screen, “Brand check · Market DE · Carton front, version 3”: Colour roles (passed): Primary and accent colours match the token values.; Pack hierarchy (passed): Mark, product name and strength in the fixed order.; Type on the regulatory panel (passed): At or above the market’s minimum size.; Claim “Long-lasting relief” (flagged): Approved for two markets in the claims library, not for DE.; Decision (to a person): Sent to the DE reviewer with the flag, the rule it breaks and the evidence..

Illustrative. Three checks pass; one claim is flagged and sent to the DE reviewer.

What we delivered

  1. Brand guidelines website
  2. Design tokens and pack templates
  3. Claims library with approval history
  4. Brand-check agent and audit log

Platforms we used

  • Figma
  • Storybook
  • TypeScript

Technologies we work with. Naming one never implies a partnership.

The story, continued

Why the agent flags and never fixes

An agent that quietly corrects artwork hides the problem it found. This one explains: each flag names the rule and shows the asset beside the reference. The decision stays with the market team and its reviewer, where the regulation puts accountability.

Decide what must be identical, decide what may flex and write both down.

In pictures · 4

Chapter 04 / 04

Results.

Measured by

Figures are published here once the client approves them.

  1. Assets passing brand review first time
  2. Brief-to-approved time per market
  3. Share of assets built from templates

What it is built to change

The work is designed so that every market starts from the same templates and problems are flagged before review. Reviewers are left with the questions that need judgement. The claims library answers “is this approved here?” as each claim is placed.

Whether it works is measured by the three numbers above, tracked per market from the first wave of the rollout. They are published here once the client approves them.

Related pages

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Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced

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