Consolidating 6 acquired brands into a unified design ecosystem under a high-pressure deadline.
Paysafe faced massive “design debt” across 6 sub-brands with varying levels of maturity. We had to execute a complete visual rebrand across iOS, Android, and Web in one release cycle. The constraint: zero changes to UX flows or component logic — only “skinning” and asset replacement — requiring a surgical approach to the design system.
I pivoted the project from a simple “paint job” to a Global Design System (GDS) migration. I led the audit of legacy builds and established a semantic colour architecture that allowed us to “multi-brand” a single component library.
Acted as the bridge between an external Brand Agency and 5+ internal development teams to ensure vision was technically feasible.
Designed a dynamic colour strategy and semantic naming convention that solved years of “hard-coded hex value” issues.
Built a centralised, colour-agnostic asset vault (icons / illustrations) that automatically adapts to brand themes via Figma variables.
The “Asset Vault” model meant developers called 1 global file instead of managing 6 brand-specific repositories.
New brand onboarding dropped from 3 months to 5 business days.
By centralising 1,200+ legacy assets into 500+ global components, eliminating redundant per-brand design tickets.
All visual elements were audited and adjusted to meet WCAG level AA or above.
Identified that 60% of components across brands were functional duplicates. Used this data to advocate for the Global Design System.
Conducted research on “primitive vs. semantic” colour use to eliminate developer confusion and reduce colour bugs during implementation.
Managed the handoff for 5+ engineering teams, providing creative workarounds for legacy code that couldn’t be fully refactored.
Thanks for helping to drive forward the agile testing team focussed on website improvements. Your leadership and experience here has been invaluable. Great work!
