Background
For the Benefit of Earth, enabling millions of people to live and work in space.
Blue Origin needed a robust system for managing its growing repository of digital assets and UI components, given its collaboration with "Club for the Future" and other marketing initiatives. My primary goal was to create visually cohesive experiences across all Blue Origin marketing interfaces.
With the company’s slogan, “For the Benefit of Earth,” it was important to align our visual identity with this mission.
Process
Hands-on with the design tokens and theming
First step was to create a scalable component library. I led a multidisciplinary team of designers, graphic artists, front-end developers, and content strategists to identify the core elements that would be reused across various digital marketing channels.
As part of this effort, I was hands-on with the design tokens and theming. This ensured that the design system was not only consistent but also flexible enough to adapt to different branding requirements across marketing pages.
Theming
Combining earthy tones with the aspirational dream of space in all our design efforts.
Theming allowed us to maintain a unified look and feel while accommodating specific campaign needs.
I enjoyed being actively involved in the brainstorming process, particularly when it came to shaping the core elements of design like colors and typography, and defining design tokens for code implementation.
Studio
A dedicated space to create high-quality digital assets
I initiated the setup of a recording studio tailored for Blue Origin’s streaming media and photography sessions.
The studio became the cornerstone for producing consistent, on-brand visual content, portraits and live-streamed events.
Impact
More than just an aesthetic choice, it was about connecting the grounded, earthy mission with the boundless possibilities of space exploration.
The studio's establishment allowed us to create a comprehensive asset library targeted for our immediate visitors; astronauts, educators, students, partners, space enthusiasts, and investors.
This initiative supported Blue Origin’s internal and external communications, and played a key role in its outreach efforts through Club for the Future, where accurate and inspiring visuals were essential.
