From alliant's first design system to everything it now powers.

I went through the inventory of products and services we offer, to both our internal teams and our clients, and looked at how each one handled the basics. The same primary button showed up in about six different styles. Tables and form fields were just as inconsistent. We do a lot of automation work, so there were dashboards and document-processing screens everywhere, and each one used its own colors and font. Poppins was our brand font, but almost nothing actually used it. None of it shared a consistent look.

Version 1 was about consistency, not a rebrand.

I made one system out of what already existed.

This version was about bringing consistency across the brand so we could reuse what we already had, not invent a new brand image. I streamlined the existing visuals into one system everyone could pull from:

• Text: the scattered type guidelines became one set of styles, with Poppins, the brand font, applied consistently everywhere.
• Color: I kept the existing brand colors and organized them into a standardized palette, so the same colors read consistently across every site and service.
• Components: the parts every screen kept rebuilding, buttons, form fields, tables, became one shared version instead of six.

The components every team could reuse.

The standardized primitives, each one a single source of truth for every product.

Typography

One type scale on Poppins, applied the same way across every product.

Brand and logo

The logo and how to use it, consistent across surfaces.

Color

The existing brand colors, organized into one standardized palette.

Buttons

A single button set, replacing the styles teams had been redrawing.

Text and form fields

Standard inputs and form fields for every product to reuse.

‹ ›

And the screens they became.

Examples of how the brand system shows up in real products and internal tools, built from the components I created on it: cards, data tables, graphs in complementary colors, icons, buttons, and forms.

Designs modified · NDA Primary button Form field Cards built on the brand system Icons from the system Graphs in brand and complementary colors Data table

Designs modified · NDA Navigation in brand color Cards built on the brand system Primary button Secondary button Secondary data table Icons from the system

v2 was a positioning move, not a refresh. It was how we positioned alliant as an industry leader.

By 2025, alliant had outgrown the brand it was built on. We were serving more clients, reaching a more global audience, and evolving with the tech and AI boom, but the brand still looked like the services firm we started as. The rebrand was a deliberate move to position alliant as a leader in its space, not a coat of paint.

What we wanted the brand to stand for.

Before any color or type, we aligned on what the brand had to do. Four things shaped every decision after.

Then I built the new design system around it.

A new color palette, a fuller type system, and components rebuilt on top, all documented so any team could use them.

Now it runs across every software product we use.

The client portal and all our internal tools run on v2's colors, components, and guidelines today, creating one unified, upgraded brand.

Designs modified · NDA Navigation in brand color Primary button Cards from the brand system Surface card with stats Content list, brand styled

The client portal home, rebuilt on v2.

Designs modified · NDA Navigation Brand gradient hero Content card from the brand system List items, brand styled

The studies directory, on v2.

‹ ›