I started with a comprehensive brand and design system audit, then developed four creative directions for Paradigm, from clean and accessible to warm and expressive — the team chose clean, for its compatibility with the phased rollout and the product's data-dense needs. I then established the creative foundations to support it with a brand new design system library, including complete token architecture and 20+ components, leveraging Figma's robust design system feature set for ultimate flexibility to support a wide range of UX approaches. By close of contract, the CPO observed that the team was producing stronger work, presenting with confidence, and operating fluidly in Figma — a complete transformation of the product design and development culture.