Veo provides AI-powered sports camera technology that records and analyses matches automatically. I architected the cross platform design systems that drive product scale.
MY ROLE
Design system architecture & component libraries
Rebrand implementation & palette refactoring
Design tokens & multi-platform governance
Cross-functional engineering alignment
RESULTS
Replaced fragmented UI kits with a scalable, tokenised design system across web and mobile
Evolved Veo’s visual identity into a balanced, accessible colour system (light & dark modes)
Standardised component patterns to streamline engineering workflows and maintain UI consistency
More Than Just a UI Kit
Moving from a basic UI kit to a production ready design system required strategic buy in. I framed the investment around clear commercial returns: unified brand consistency, faster time to market, and design efficiency.
Partnering closely with engineering leadership, we built a scalable, multi-platform design system that streamlined cross functional delivery.
Contextual Brand Application
Midway through development, a full company rebrand required us to evolve Veo’s dominant green identity into a functional UI palette. We engineered an accessible, tokenised colour system with precise application guidelines for light and dark environments, ensuring visual clarity, compliance, and brand harmony across every surface.
A one size fits all aesthetic did not suit our diverse touchpoints. We tailored the design system to match user intent: clean, high velocity UI for checkout and e-commerce journeys, and bold, expressive visual styles for top of funnel campaigns. This strategic flex ensured brand consistency while optimising for conversion across the funnel.
Reclaiming Brand Intent
Primary brand colours lose their power when used everywhere. Veo’s blanket application of green created visual fatigue and flattened the interface. By enforcing strict usage rules within the design system, we reserved green for high-priority actions and key brand moments—instantly restoring visual hierarchy and functional clarity.
