My Role: Lead Interaction Designer
Services: Tech Research, UX Research, Ideation, Information Architecture, Interaction Design, Prototyping, UI Design
Platform: Responsive Website
Agency: Eyecatcher AG, Zurich
Timeline: 3 months, April 2016
Cinema platform – through white-label architecture
Orange Cinema faced rebranding to Salt. Existing web app: hard-coded brand assets, months of rework needed. Through component-based design and white-label system, we enabled seamless rebranding across 4 sponsors (Orange, Salt, ZKB, Alliance) while keeping UX consistent. Faster adoption. Lower costs. Same experience.
Core shift: From hard-coded branding to scalable design system – through white-label thinking.
3 Min. Read
How we solved problems
Three challenges, three breakthroughs
The problem wasn't rebranding. It was doing it four times.
Orange became Salt. Then ZKB needed the platform. Then Alliance. Each rebrand took months of manual work. Brand colors. Logos. Typography. UI elements. We built a white-label design system: swap the brand layer, keep the UX.
Result: 4 sponsors supported without rebuilding the core. Systems scale. Custom builds don't.
Component-based design reduces decisions, not flexibility.
Every screen was unique. No patterns. No reuse. Developers rebuilt UI for every page. We applied component thinking: buttons, cards, navigation – all modular. Brand variables at the top. Structure stays the same.
One design system. Multiple brand expressions. Components aren't constraints. They're accelerators.
White-Label Layers: Brand variables (colors, logos) Component library (buttons, cards) UX patterns (flows, layouts) Core functionality (booking, tickets)
Future-proofing isn't prediction. It's flexibility.
Design Principle: Build for change not for permanence
We didn't know Orange would become Salt. We didn't know ZKB would join. But we designed as if change was inevitable. Separated brand from structure. Made components swappable. Documented everything.
When rebranding came, it took weeks instead of months. You can't predict the future. You can design systems that adapt to it.
Key Learnings
What this project taught me
Designing for one client while planning for four
Orange was the client. But we built for future sponsors we hadn't met yet. The pain: convincing stakeholders to invest in "flexibility" without concrete future sponsors confirmed. What worked: framing it as cost reduction – showing how component reuse and white-labeling would save months on the next rebrand.
Co-creative iteration beats perfectionism
I worked shoulder-to-shoulder with developers throughout. No «throw it over the wall» handoffs. The pain: slower initial progress, more meetings, constant iteration. What saved me: discovering design flaws during development instead of after launch, when fixes cost 10× more.
White-label thinking applies beyond visuals
We focused on brand colors and logos. But the real unlock was interaction patterns. Navigation behavior. Booking flows. Error states. What helped: realizing that consistent UX across sponsors builds user trust – familiarity compounds when users encounter the same platform under different brands.
Why this still matters
Systems beat custom builds. Every time.
Most companies rebuild from scratch when rebranding. Months wasted. Bugs reintroduced. Users confused. The platforms that win separate brand from structure – swap the skin, keep the bones. This cinema platform proved that white-label design isn't about removing personality. It's about building systems that adapt faster than markets change.