Design systems at altitude
summary
After a merger that keeps both identities, the team reconstructs a design system called Oro Borealis using Figma variables and tokens to maintain separate token sets for Alaska, Hawaiian, Atmos Rewards and Atmos for Business on one shared codebase. Components and color hierarchies are rebuilt, seat maps and a/b tests validate clarity, and designers can flip a switch to render either brand in Figma. Sites and app changes launch October 2024 with strong customer feedback, and co-mingled search results correctly show which airline a guest is flying.
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chapters (12)
- 0:00Introduction to the merger
- 0:33Defining the brand strategy
- 1:32Brand analysis and auditing
- 2:14Designing the new experience
- 3:08Implementing Figma variables
- 4:03Educating and aligning teams
- 5:04Showcasing the live results
- 6:02Launching Atmos rewards
- 6:43Mastering dual-brand systems
- 8:04Testing brand distinction
- 8:50Lessons and best practices
- 10:06Conclusion and gratitude
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