Problem: The Alley-Oop 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.

Solution: I led the branding effort where I ran a workshop to define the team and product’s personality, refining 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.

Results: Increased brand awareness and visual appeal both within and outside the team. The project delivered a logo, typography token system, color scales, semantic color tokens, presentation decks, graphic and image styles, Figma covers, a branded documentation site, and even team swag. Which is strengthening pride and ownership in the design system and the team.