Intuizi Visual Design
May, 2025
The challenge
CUE is one of the many products within the Stagwell Marketing Cloud portfolio—now called The Marketing Cloud. The product has been successful and is currently offered as a white-label solution. One of its clients is Intuizi. My current challenge is to adapt the UX design I created to reflect Intuizi's brand identity.
My role and dutties
As the UX/UI Designer on this white-labeling project, my role was to adapt the existing CUE platform to align with Intuizi’s brand identity. I collaborated with stakeholders to understand their visual language and user expectations, then applied their branding—colors, typography, iconography—across the interface while preserving the platform’s core structure and usability. I worked within the existing design system, managing design tokens to ensure scalable theming, and coordinated closely with developers to support accurate implementation in React. Throughout the process, I maintained design consistency, facilitated feedback loops, and ensured the final product was both functional and visually aligned with Intuizi’s brand.
Intuizi colors
Main Brand colors
Intuizi Blue
RGB Hex: 003466
Intuizi Orange
RGB Hex: f573b
I took the primary brand colors and expanded them into a full range of shades to support greater design flexibility and consistency.
First Drafts
Option A
Option B
More in line with the brand's website, lighter.
Overall better hierarchy.
At first glance, the drafts may appear similar, but the colors have been carefully adjusted for accessibility. Each screen features slight variations of Intuizi’s blue to ensure optimal contrast and readability.
Refinement of chosen option
This is the option selected by the client. I further refined the color palette and began producing the UI components based on it, starting with creating the Tokens.
Screens
Opportunity to refine the Design System
With the introduction of a new set of tokens and a renewed Central Design System, I took the opportunity to merge it with CUE’s existing system—effectively refining and aligning both. Although the Central DS didn’t yet support all the components we needed, I updated the color tokens within CUE’s components to ensure visual consistency and make them easily swappable with INTUIZI’s branding in code.
I left detailed notes for the developers, recorded contextual videos to support implementation, and communicated synchronously whenever needed.
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