A dual initiative to establishing Pendula's first atomic design system and a complete brand refresh—new visual identity, brandbook, and website.
Pendula was scaling into enterprise, but our lack of a systematic design language was slowing development time, and our brand identity did not look like a mature product for enterprise customers.
Pendula is a B2B SaaS customer engagement platform. Non-technical marketers can build smart, personalised workflows with integrations—think complex cross-sells campaigns, or even a scheduled offer based on the recipient's eligibility.
The results
A mammoth project with 6 brand new Figma design system files, built to scale for our new brand refresh.
Six new Figma design system files which resulted in:
New website and brandbook, for visual consistency across product and brand
New brand language, built from scratch in Figma. Small or big changes can now be seamless updated across the system
A new friendly mascot, Piccolo, for an approachable image (and a subtle nod to our Aussie origins!)
Accessible design (WCAG 2.1 compliance)
How did we get here?
A complete visual overhaul alongside systematic design
A complete design system build and brand refresh was also necessary for Pendula's enterprise pivot – new colours, typography and visual language. The goal was to build this into a scalable atomic design system.
In particular, the product UI was categorised using the atomic design methodology. This meant that if an atom was changed it would be seamlessly reflected across all our design files.
From design to code
I worked with the front-end engineering team to implement components in Storybook and Chromatic. This created a single source of truth across the UI design and code. The system answered questions before teams had to ask.
Atomic building blocks with basic buttons, icons and node components.
Molecules are atoms are combined to form components of different states and variations.
Piccolo creating unexpected moments of delight to the user within the UI.
Organisms are a complex collection of molecules, now in used in a modal and the Flow Details header.
Piccolo, an Australian coffee but also our new mascot, went on all sorts of adventures for marketing and product purposes.
A complete visual overhaul alongside systematic design
I created new shapes, inspired from the pendulum ball (Pendula is plural for pendulum) and the shape of the speech bubble. These are designed to be used in document and layouts.
The complete set of shapes, forming the basis of brand across all marketing and product collateral.
Website refresh
With the design system taking shape, I led creation of a new website and brandbook to support Pendula's enterprise positioning. The website was built using the same atomic components and brand tokens. Consistency between what prospects saw and what they'd experience in the product.
Other marketing collateral
Enabling a fundamental architecture shift
The atomic design system enabled a complete rethinking of how Pendula built product.
From unique code to modular building blocks. Engineers could assemble solutions from existing components. Wire them together, configure them, ship.
Customised features that used to take weeks could now be released in just days. For an enterprise product, this velocity was transformative. The design system became the foundation for product architecture that enabled the business to thrive in enterprise.
Pendula was acquired in August 2025.
My role
role
Designer
Tools
Figma, Jitter, Lottie,
Illustrator, InDesign, Photoshop
skills
Product design, Graphic design,
User research, Branding