From service provider to transformation partner
Lead Brand Designer, AI-Integrated Workflow Design
2026
Alty was already operating at a mature level: products shaped by the company had reached 60M+ users across 40+ markets, with 50+ clients, a 4.6 average client rating, ISO/IEC 27001 certification, and recognition from Red Dot, iF Design Award, Indigo Design Awards, and industry platforms.
But the brand had not yet caught up with the company's actual maturity.
The challenge was to move Alty beyond the perception of a regular outsourcing company or creative agency — and communicate a more accurate role: a digital transformation partner for complex decisions, high stakes, and long-term change in compliance-heavy businesses.
Try Alty 2.0Fewer bounces.
Deeper engagement.
Agent-Native.
exploration
exploration
alty 2.1 concepts
The website redesign and rebrand were happening at the same time. The challenge was making sure our core vision, the website experience (across UX/UI, visual design, and handoff), and our future growth perfectly matched the new visuals created by our external agency.
To make the brand feel mature but not conservative, the challenge was defining two visual identity anchors that created the exact right tension: sharp and alternative, but still mature, structured, and credible.
Because the website had to move forward before the identity was finalized, the challenge was creating a scalable foundation built on semantic tokens, adaptive components, and a Figma → Storybook → Claude Code workflow, allowing us to update themes and components without rebuilding the system from scratch.
A big part of the role was mentoring designers in design engineering principles. The challenge was accepting more layout variations than a traditional system allows, giving creativity a reliable structure to reduce repetitive production work without limiting visual experimentation.
Alty needed a clearer way to communicate its value. The challenge was shifting the brand perception from a generic outsourcing agency to a transformation partner for complex, high-stakes digital products, which successfully began attracting more relevant client inquiries.