Aloversary
Alo's biggest sale of the year: a week-long sitewide event that required hundreds of campaign assets to stay perfectly coordinated, day by day.
The Brief
Build a design system to scale Alo's graphic toolkit across every Aloversary asset, approached like a product design problem rather than a one-off campaign kit. Each day of the sale shifted color, moving through a gradient from dark to pale turquoise across the week. The system needed to theme entire asset sets the same way a product team handles light and dark mode, just across seven days instead of two states. The sale itself unfolded in phases—app-only days, a gated early-access window for members, then a fully ungated sitewide push—each with its own messaging, color and access state that the system had to account for.
Role
Design Manager
UI Designer
The System
An atomic campaign system
I structured it using atomic design principles: atoms (logo, color tokens, urgency messaging), molecules (lockup combinations), organisms (ticker tapes, cards), and templates (website banners, emails, social posts, paid ads, paid media), so each layer could be swapped or recombined without rebuilding from scratch. Using variants, color tokens, string variables, and booleans in Figma, changing a day's theme, or updating urgency messaging, or ungating the sale early—propagated across every asset built on top of it. Across hundreds of deliverables, that system cut production hours, reduced errors, and let the team quickly adapt to updates and changes.
I led workshops and tutorials guiding the team through a new process, providing ongoing support throughout the campaign. I also assisted Directors in managing quick updates and global system changes.
Paid Media and Social Content
Beyond the system, I supported design for motion graphic treatments for paid media and edited paid and organic social content—editing video and adding music following content trends and best practices. We used this opportunity to test a variety of assets, from video cuts to messaging and photography. I also oversaw the team's motion designer, supporting with maintaining consistency across motion templates and kinetic type treatments.