The Growth Gorilla Project
Growth Gorilla is a performance marketing agency specialising in customer acquisition and growth for e-commerce brands. They needed a more consistent, scalable approach to brand design and content production, alongside a better user experience for their distinct podcast brand. The result was a modular design system that streamlined creative production and became a packaged service for their clients.
01 — The Challenge
Multiple brands. Inconsistent experiences.
Growth Gorilla needed a more structured approach to creative production, with a way to maintain brand consistency across marketing communications without sacrificing flexibility or creativity.
The challenge extended to its podcast brand, which needed to stand apart from the main agency identity while still feeling cohesive and recognisable. Its existing visual approach relied heavily on dark backgrounds, yellow and white text, creating cluttered layouts and poor visual hierarchy that compromised the user experience.
There was an opportunity to bring structure to both creative production and brand expression, while developing a solution that could also benefit Growth Gorilla's clients.
02 — The Solution
The world's worst design system.
Created The World's Worst Design System as a deliberately provocative concept to demonstrate how a well-designed modular system could transform inconsistent branding into a cohesive, scalable experience.
Developed reusable modules, content blocks and layouts that aligned with brand identity, content requirements and usability principles. The approach provided structure for consistent creative production while allowing flexibility across different content formats and brand applications.
The work also addressed the need for a distinct podcast identity, demonstrating how a sub-brand could maintain its own personality while benefiting from clearer visual hierarchy, more considered layouts and a more usable design framework.
Finally, packaged the design system methodology as a client-facing service, creating a new offering Growth Gorilla could use to help its own clients improve brand consistency and streamline creative production.
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03 — The Impact
From creative chaos to a repeatable system.
Turned a design-led concept into a practical framework for improving brand consistency, strengthening user experience and creating a scalable service offering.
Improved brand consistency through reusable, on-brand content components.
Clearer visual hierarchy and more considered layouts across creative assets.
Distinct brand expression for the podcast while supporting a more cohesive overall brand experience.
More efficient content production through structured modules and repeatable layouts.
A new client-facing service that Growth Gorilla could package and deliver commercially.