Enhancing Brand Consistency at Scale
Frontify is a digital asset management (DAM) system designed to streamline brand workflows, empowering marketing teams to maintain consistency through centralized guidelines, assets, and templates.
At Mitie, with over 77,000 employees and numerous small teams embedded within client contracts, brand consistency was a constant challenge. Roughly branded assets, mixed messaging, and complex stakeholder dynamics were common. With just a small design team of three, our biggest hurdle was ensuring every piece of content—no matter who created it—aligned with the core brand identity. Frontify played a key role in solving this by giving teams the tools they needed to stay on-brand, efficiently and at scale.
Take a look at branding.mitie.com
Lead Designer
Brand Identity, Creative Direction, DAM, User Experience
The Problem with PDFs: Why Mitie Needed a New Approach
It quickly became clear that traditional PDF brand guidelines were no longer fit for purpose. There was no central access to assets, no way to track how (or if) the guidelines were being used, and no easy method for pushing consistent updates across the business.
For a company as large and distributed as Mitie, this created real barriers to brand consistency. The PDF approach simply wasn’t scalable—and it was time for a major shift.
Transitioning to Frontify
Once the decision was made to move from static PDFs to Frontify, I led the process of reviewing our existing brand guidelines and restructuring them into a more intuitive and dynamic platform.
Key challenges in this transition included:
Identifying Gaps – Pinpointing missing or underdeveloped areas such as User Interface, Social Media, and Events & Exhibitions.
Stakeholder Collaboration – Working closely with multiple stakeholders to ensure all content was clearly organised and accurately positioned.
Platform Structure – Designing a clear, user-friendly navigation system suitable for all Mitie employees, regardless of role or department.
User Management – Creating a scalable user access system, categorising employees correctly by team or contract.
Asset Organisation – Sorting, reviewing, logging, and applying metadata to the full library of photography and brand assets for seamless use on the platform.
Performance and Impact
97,916
page views
11,191
Total assets uploaded (includes logos, icons and photography)
93,451
asset downloads
Post-Launch Impact and What’s Next
Since launching the brand platform in 2022, we’ve seen a significant improvement in brand alignment across Mitie. Brand-related enquiries to the design inbox have dropped by 60%, allowing our small team of three to focus on higher-value work.
Looking ahead, we’re exploring more of Frontify’s capabilities—particularly the use of templates to streamline recurring asset creation and expand our library of ready-to-use materials for teams across the business.
