Yang
Showcase



Building a brand system and a digital platform to enable product innovation with mobility insights
 

Objective

Build the brand and digital platform for a company innovating in products and services powered by mobility data analytics.

Role 

Senior Designer 

Responsibilities 

+ Brand system
+ Digital design system
+ New venture concept development 





The ask

Arity is a mobility analytics company founded by Allstate, committed to transforming driving data into actionable insights that fuel new business solutions and product innovation. My team partnered with them to launch their brand and their first digital platform and design solutions to enable their product, marketing, and sales efforts.


Deliverable

+ A brand system
and brand guidelines
+ Atomic design system
+ A custom Content Management System

+ New product concept development





01 

Defining the brand foundation

Arity finds meaning in driving data, creating meaningful, individualized, and insight-driven solutions to real, everyday challenges. Building upon decades of driving data collected through their mother brand Allstate, its mission is to help businesses and developers make sense of these driving data to create new products and services. Research, interviews, and internal workshops were the first steps to understanding how we need to approach visual identity. 






A visual system that supports the brand strategy and establishes the design language foundation. 


Once we aligned on a solid strategy and brand framework, I worked with Arity and my team to build a visual identity system that embodies precision and humanity—two key brand characteristics to communicate. We delivered a range of applications to bring the brand to life: 

+ Brand system and guideline
+ Motion guideline 
+ Product illustrations
+ Landing pages 
+ Product marketing support
+ Sales Enablement 
+ Employee enablement
+ Environmental graphic 











 











02

A mobile-first atomic design system rooted in the brand visual language


From there, I worked with the design lead to create a digital design system that translates the visual language into primitives, components, modules, and templates. Color, typography, photography, and graphic elements were carefully considered to carry through the visual language into its digital application. A component library was also essential to streamline the various workflows and communications between the design and engineering team on both the agency side and the client side.













03

Building and scaling the design system


The design system enabled my and the client’s team to build new offerings for various product and brand efforts while maintaining the same look, feel, and movement. It allowed us to experiment fast and learn, with the ability to scale as the business offerings expand. Other digital work I contributed to delivering includes: 

+ Information architecture 
+ Sitemap and navigation
+ Custom CMS