Brand Systems & Design Direction

Overview

As a design team of one working across multiple products, I needed a system that could move as fast as our roadmap. The goal was to create a shared language between design, engineering, and emerging AI tools, something flexible enough for rapid iteration, but structured enough to scale.

Solution

I built a unified, AI-compatible design system based on shadcn/ui. Every component, token, and pattern was designed to be readable by both humans and AI tools like Figma Make, enabling fast prototyping and consistent implementation.

Team-informed structure

The system mirrors how CE’s Growth, Product, and Operations teams work, aligning patterns across Figma, the CRM, and live products.

Components and variables that scale

Flexible components mapped to shadcn/ui keep dashboards, forms, and marketing pages consistent. Tokens for color, type, and spacing ensure a coherent visual language from design to code.

Brand foundations

Alongside the core UI system, I built a new Catalyst Exchange logo, created a custom illustration and iconography library, and redesigned the website. This brings the brand’s modular, quilt-inspired identity into the full product ecosystem.

Modular visuals for added delight

A flexible illustration and graphics system gives CE a unique voice across dashboards, reports, presentations, and social content.