Note: Visuals for this case study are still in progress. Due to NDAs, any visual asset will be recreated or obfuscated before they're added.
For the longest time, we couldn’t share most of our client work publicly. That left a real gap between the quality of what we shipped for clients and how we represented ourselves. Rather than wait on that constraint, we sanitized much of our portfolio so we could use similar visuals, and I led the website design, brand evolution, and design system around it.
The design system was built on tokens across Figma, Tokens Studio, and GitHub, themed around the different personas visiting each part of the site. Each theme’s color was chosen deliberately for its psychological impact, not just for visual variety. I set the system architecture and creative direction. The company’s marketing designer executed the illustration and icon work.
The team has adopted the system and continues to maintain it today.