Brand design rules and compositions by Minh Dan Pham
David Yurman’s new e-commerce site suffered from inconsistent design because new art directors were being hired all the time. Additionally, third party vendors like Neiman Marcus did not know how to correctly design their David Yurman digital assets, so I was brought in to create a style guide from scratch. All the rules are based on the visual Rule of Thirds. Everything is done in multiples of 3 down to copy size dynamics. The results were so elegant and easy to implement that I’ve been designing by these rules ever since. It seems Mr. Fibonacci was onto something!