I led the creation of Topcon’s Brand Guidelines—an interactive, fully custom website designed to serve as the central Brand HUB for the company’s global teams and agency partners. I was responsible for the design, development, content strategy, architecture, and copywriting of the entire site, ensuring that every element reflected our updated brand identity and principles of clarity, precision, and innovation. Beyond its role as a resource library, the Brand HUB functions as an educational platform that brings our brand to life through practical guidance, downloadable assets, and real-world examples. To ensure alignment and adoption across the organization, I hosted multiple onboarding sessions with internal teams, regional marketing groups, and external agencies to promote, socialize, and train users on how to best apply the new design system. The result is a scalable, easy-to-navigate platform that unifies how Topcon presents itself across every touchpoint worldwide.
Visit live site here: https://brand.topconpositioning.com/.
This project began by addressing a key challenge: our previous brand documentation was fragmented, hard to navigate, and lacked clarity between internal and public content. Users struggled to find what they needed, and updates were difficult to track. Our goal was to create a centralized, intuitive platform that served both designers and non-designers, balancing depth with simplicity. To achieve this, we restructured the information architecture, streamlined content, and built a scalable framework that could evolve with the brand.
Early sitemap development
Project highlight and takeaway
This project completely transformed how our brand is managed and shared. What was once confusing and fragmented is now a clear, centralized hub that makes it easier than ever for teams and partners to find, understand, and apply our brand.
The outcome of this project was a more streamlined, accessible, and user-focused brand platform. We separated all internal-facing guidelines and production materials, moving them to an internal SharePoint site to keep the public-facing Brand HUB lean and easy to navigate. In addition, a series of detailed production guides were developed specifically for designers working with the Topcon brand. These in-depth documents, housed on a parallel SharePoint site, provide step-by-step direction on using branded templates and creating assets that align with our standards. I also introduced a new “Release Notes” and versioning system, allowing users to easily track updates and see what has changed over time. Beyond serving as a design reference, the new site now functions as a true central HUB for all brand-related news, content, and resources. The response has been overwhelmingly positive, with both internal teams and external agencies praising how much simpler and more efficient it is to find and apply brand materials.
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