Société Européenne des Satellites
Design Systems & Global Branding
Context
SES is a global satellite communications company undergoing a major rebrand after merging several divisions.
Challenge
The challenge was to create a unified design system that balanced technological precision and humanity, communicating global innovation without feeling overly technical.
Goal
The goal was to develop a flexible visual identity system that could scale across digital, print, and environmental platforms, while reflecting SES's mission of connecting people worldwide.
Role & Team
I was part of a multi-disciplinary graphic design team, working closely with head of creation, creative director, brand identity designers, UX and motion specialists. My specific role was to lead the visual systems design by defining the modular grid, typographic hierarchy, color strategy, and motion principles.
I collaborated with brand strategy, communications and UX teams to ensure the brand system translated seamlessly across all platforms.
Problem Definition
The merger left SES with multiple disconnected identities and inconsistent design standards.
The real challenge wasn't just aesthetic, it was organizational alignment. We reframed the brief from "redesigning a logo" to "designing a shared language" that could unify global teams and reinforce trust across audiences.
Research & Insights
Through stakeholder interviews and global brand audits, we identified key insights:
Creative Flexibility
Teams valued creative flexibility, but lacked consistency tools.
Customer Clarity
Customers wanted clarity and confidence, they didn't always understand SES's role in connecting everyday technologies.
These insights shaped the foundation of the new design system, one that would scale complexity without losing coherence.
Ideation & Concepts
  • We explored multiple visual metaphors to express connection and scale.
  • The strongest concept centered on the "beam" motif, inspired by satellite signal paths.
  • This "beam" became a unifying visual element, flexible across imagery, motion, and layout.
  • It served as a metaphor for human connection through technology.
Ideation & Concepts
I also refined the color and type system, designing an adaptable hierarchy that balanced technical precision and warmth.
Prototyping & Testing
01
Digital Mockups & Motion Studies
We built digital mockups and motion studies to test scalability and accessibility across contexts, from marketing pages to conference environments.
02
Regional Team Reviews
Through review sessions with regional teams, we validated that the system was easy to adopt, even for non-designers.
03
Modular Templates
Based on feedback, we created modular templates and responsive rules, ensuring global consistency without creative rigidity.
Outcome & Impact
The final design system launched globally as part of SES's new brand identity, delivering a cohesive, flexible visual framework. Design Guidelines improved brand consistency across 20+ markets and empowered internal teams to design confidently without constant oversight.
The work was recognized with the Rebrand Award and Corporate Design Preis for its clarity and scalability, transforming a fragmented brand ecosystem into a living design system.
Brand Identity
Brand Experience
Brand Experience
Reflection
SES taught me that designing for systems clarity requires empathy not just for users, but for the teams maintaining the system.
Future Improvement
If I revisited this work, I'd explore deeper integration with design operations, using shared libraries and automation to streamline adoption.
Core Belief
This project reinforced my belief that the best design systems are empathetic infrastructures, empowering people to create with confidence at scale.