Case Study
Designing a scalable multi-brand system for three media brands
Product Context
Unifying Three Media Brands
PMGSC operates KCET, PBS SoCal, and LinkTV—three media brands with distinct identities. As audiences shifted toward streaming and digital consumption, the organization partnered with AREA 17 to redesign its web platforms and establish a shared, scalable foundation. As lead UI designer, I created the multi-brand design system and responsive visual language, ensuring consistency across brands while preserving each one’s unique character.
Platforms
Web · Mobile Responsive
Team
UX · UI · Strategy · Engineering · Brand
Duration
~4 Months
Challenge
Balancing Brand Expression with System Consistency
Each brand required visual individuality while operating within a shared system. The work needed to preserve editorial character, support diverse content types, and scale without duplicating components.
The goal was structural cohesion, not visual homogenization.
System Design
A Token-Driven Foundation for Multi-Brand Scale
I created a modular design system built once and themed across brands using token sets for color, typography, spacing, and accent elements. Shared templates structured shows, episodes, articles, and landing pages, while brand-specific tokens preserved identity within defined system rules.
This approach enabled scalable component reuse, consistent responsive behavior, and accessible standards across three independent sites.
Discovery
Designing Browsing Patterns for Streaming Behavior
Streaming behavior informed navigation patterns. Collections, episode progression, and contextual movement between related content were prioritized to support intuitive exploration.
Playlist-style modules and consistent taxonomy improved scanning and reduced friction across shows, articles, and educational programming.
Brand Expression
Preserving KCET’s Distinct Visual Language
KCET’s bold grid-based identity required expressive moments within the shared structure. I introduced controlled brand treatments, such as collection layouts and hero modules, that allowed personality without breaking system consistency.
Result
A Cohesive System Built for Long-Term Growth
The redesign brought three media brands onto a shared design foundation with consistent interaction patterns and improved discovery. The system strengthened cross-brand alignment while enabling long-term extensibility.