Statsig's Brand Identity

In 2021, I joined Statsig as the company’s first brand designer and was tasked with developing a full brand identity from the ground up. The goal was to create a scalable, flexible system that could support a fast-growing B2B SaaS platform across product, marketing, and events. The result was a bold, modular identity that aligned with Statsig’s values of speed, experimentation, and accessibility.

To read more about this, check out this blog I wrote to introduce the brand!

 

My role
in-house designer

Design Team
Cat Lee, Jessie Ong, GB Lee

 
 
 

Problem

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Statsig's existing visual assets were fragmented, leading to inconsistencies across various platforms.

This lack of cohesion posed challenges in user navigation, brand recognition, and overall user experience. The objective was to create a unified design system that would:

  1. Ensure visual consistency across all touchpoints.

  2. Enhance usability and accessibility for diverse user groups.

  3. Facilitate efficient collaboration among cross-functional teams.

 
 
 
 
 
 

My Role
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Developed and implemented the core brand system: typography, color, layout, iconography, and pattern libraries

  1. Built UI-supporting visual systems and templates used across product and marketing touchpoints

  2. Partnered with product managers and engineers to align visual design with in-product clarity and functionality

  3. Designed scalable components and documentation to ensure consistency across teams

  4. Created assets for launch campaigns, developer resources, events, and internal tooling

 
 
 
 
 
 

Process
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I began by auditing all existing visual materials, including product interfaces, marketing collateral, and documentation. This helped identify areas of inconsistency and opportunities for improvement.

1. Interviews with PMs, Eng, and Product to understand the use cases of our clients

2. Competitor analysis

3. Ideation and collaboration

 
 

Design System Development

Based on the audit, we developed a modular design system focusing on:

Typography: Selected fonts that ensured readability across devices.

Color Palette: Choose colors that meet accessibility standards and reflect the brand's identity.

Iconography: Created a set of icons that were intuitive and consistent.

Layout Grids: Established grids to maintain alignment and hierarchy

 
 
 
 

Grid and Patterns


Grid patterns come in 2 perspectives
—frontal and isometric. They are used to intentionally increase visual impact in assets and to help ground illustrations.

Grids should always be used as a background element, acting only as an added layer of depth and texture.

 
 
 
 
 
 

Outcome
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The implementation of the new design system led to:

  • A 30% increase in user engagement due to improved UI consistency.

  • Faster development cycles, as engineers could rely on standardized components.

  • Enhanced brand recognition across all platforms.

 
 
 
 

Conclusion

This project reinforced the importance of a user-centered approach in brand design. By creating a scalable and cohesive design system, I was able to enhance the user experience and facilitate cross-functional collaboration. This experience has deepened my commitment to integrating UX principles into all aspects of design.

 

As of March 2024
this is up-to-date and live