IMA Visual System
Developed a comprehensive visual system for the Institute of Management Accountants, building on existing brand guidelines. The system streamlines collaboration with vendors, simplifies content creation, and ensures a consistent brand presence across regions and channels. This system was created in Figma for cross-team collaboration.
Year
2025
Company
Institute of Management Accountants
A Visual Framework
IMA’s brand had previously relied heavily on a logo and color palette for recognition, with no formal visual system in place. I established a comprehensive design system built on the existing brand foundation to ensure consistency and alignment across teams and external vendors. The system preserves brand integrity while offering flexibility for thoughtful growth and evolution. Clear guidelines now serve as a cohesive framework for all creative touchpoints.
Typography
IMA’s brand used two primary typefaces, Chronicle Display and Avenir, but lacked clear usage guidelines. I established typography rules that defined Chronicle Display for headlines and Avenir for supporting copy, creating a consistent hierarchy across all brand communications. Additionally, I developed guidance on which weights and styles to use, and how they can be combined to maintain visual clarity and brand consistency.
Hierarchy
A typographic hierarchy scale was developed specifically for digital content, with alternative formulas provided for use cases where the scale wasn’t applicable. This system ensures consistent hierarchy across platforms and removes the guesswork from selecting font sizes, improving both efficiency and visual coherence.
Photography
IMA relies heavily on stock photography, and prior to the visual system, there was little control over image selection or consistency. To address this, I developed custom several IMA photo filters that can be applied to both stock and in-house photography, color-tuning images to align with the brand palette and making them feel cohesive and custom to IMA. The filters were built as Photoshop actions, as well as Figma overlays.
Inclusivity and Believability
As IMA positions itself as the authority in the finance and accounting profession, photo selection plays a critical role in reinforcing that credibility. Previous imagery often leaned too heavily into abstract or overly conceptual visuals. To support IMA’s evolving brand narrative, I established new image guidelines focused on authenticity, relevance, and representation. The system calls for believable, real-world imagery; technology that reflects current trends (with a detailed list of what qualifies); and inclusive representation, not only across ethnicities, but also in body types, ages, and abilities. This approach ensures IMA’s visuals reflect both its global audience and forward-looking brand promise.
