Rebranding a design system

Context

As part of an interview challenge for a PM role

Challenge

I was assigned an Epic to deliver a rebranded version of the Design System. So that implied working on:

• Updating existing components with new design tokens (e.g., colors, fonts).
• Ensuring design guidelines reflect the rebrand.
• Accounting for work across all skill sets: designers, engineers, accessibility (a11y) specialists and others.
• Delivering the rebranded design system in 2-week sprints with a structured rollout plan.

Solution

Corporate has decided to announce our rebrand during this summer. They look for a fresh and up-to-date tone of voice in our brands to address younger generations. So the design system should be updated based on the new brand guidelines by June–July.

Approaching this as 5 initiatives:

1. Brand Book Assessment
2. Update Design
3. Update Code
4. Update Documentation
5. Restart Adoption Program

Running those, sometimes in parallel, through 6 stages:

1. Rebrand Kickoff
2. Design
3. Development
4. Integration and QA
5. Pilot and Feedback
6. Rollout and Support

Some examples of the tasks for the team:

Here's the proposal presentation: