ABC Localish Design System

Localish was conceived as a digital-first brand designed to engage new audiences across platforms, later expanding into a network distributed on the ABC Owned Television Stations’ digital broadcast tier. I led the development of the visual brand and creative systems in partnership with my Chicago-based team, establishing a distinct identity that balanced approachability, energy, and clarity for short-form storytelling. The work extended beyond individual creative assets to include the design of scalable content frameworks, series-level visual systems, and streamlined creator workflows supporting more than fourteen original series produced across eight local markets. By implementing simplified iconography, modular motion systems, and cloud-based production workflows, we enabled content teams to work more efficiently while maintaining brand cohesion. The resulting ecosystem differentiated Localish from traditional news brands, supported rapid content creation across platforms, and delivered a cohesive, recognizable experience for digital audiences while empowering creators with tools designed for speed and flexibility.