The design system lacked a clear identity.
It was seen as “all over the place,” had little brand presence in the organization, and many users didn’t recognize it as a product. It also didn’t reflect the team’s guiding principles.

I created a brand that reflected our values.

I led the branding effort, running a workshop to define the team and product’s personality, then refined the results into a cohesive brand. The goal was to create a brand we’d be proud to share, build trust with users, and give the design system a strong identity.

The team has rallied around the brand and has helped establish the system as its own distinct product.
This increased brand awareness and visual appeal both within and outside the team. The project delivered a logo, a typography token system, color scales, semantic color tokens, presentation decks, graphic and image styles, Figma covers, a branded documentation site, and team swag, strengthening pride and ownership in the design system and the team.