Senior Brand Systems Designer & Systems Architect.
I architect the visual infrastructure that scales global brands.
I am a Senior Brand Systems Designer who bridges the gap between high-fidelity creative intent and scalable technical execution. I don’t just create assets; I architect the underlying visual logic that ensures a brand remains cohesive, premium, and authoritative, even as it scales across high-velocity teams.
My background in instructional design allows me to translate complex business requirements into intuitive, high-impact frameworks. I build systems that eliminate operational friction, resolve design debt, and provide a clear, repeatable path for creative teams to do their best work.
Developed a geometric "Dry-to-Sweet" scale and icon-based pairing system to replace text-heavy guides.
Developed a high-volume toolkit of social and email assets designed for rapid, brand-accurate deployment.
// Public Case Studies.
Scalable Brand Governance: Global Press Center.
Technical framework adaptation for heritage portfolios.
Enterprise Iconography & Standards.
Unified logic and QC for scalable visual libraries.
// Private Systems & Enterprise Work.
Enterprise-level architecture and high-stakes governance work. These projects demonstrate my approach to building scalable design systems for global brands. Password-protected due to NDA. Selected enterprise case studies available for review. Request access here.
amanda[at]asouthworth.com | © 2026.
Hobbes, Head of Keyboard Obstruction