Wave Design System,
Wave Design System,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This was a high-stakes, high-speed project where we had to change the car’s engine while it was doing 100mph. Moving from Leadjet to Surfe wasn't just a name change; it was a complete visual and structural reinvention to move the product from a simple extension to an enterprise-grade sales tool. I led the entire rebranding of the design system in just 30 days, ensuring the new identity felt premium, reliable, and ready for deep CRM integrations.
Research
Before the rebrand, the Leadjet interface was hitting its limit. I audited the legacy system to see where it would break under our new ambitions.
→ Old components couldn't support the complex data-sync features on the roadmap
→ The UI lacked the premium feel required to compete with top-tier CRM tools
→ Needed a system that felt native within LinkedIn, not like an intrusive overlay
Challenges
The biggest hurdle was the timeline: we had one month to overhaul the entire system without disrupting live users.
→ A 30-day window for a full rebrand left zero room for trial and error
→ Fitting dense CRM data into a multi-browser sidebar required surgical precision
→ The visual shift had to feel like a premium upgrade rather than a disruption
Key Solutions
I architected a modular, high-impact system that prioritised speed of deployment and visual polish:
→ Rebuilt all core styles and tokens in 30 days to establish the new identity
→ Built a library of atoms and molecules optimised to feel native
→ Designed UI elements that turned complex CRM syncing into an intuitive workflow
→ Established guidelines that eliminated handoff friction and matched dev speed
Links to the Storybook and to Wave Design System.
Impact
The result was a seamless transition that didn't just change the logo, but improved how the whole team built the product:
→ 100% successful rebrand and system overhaul completed in 30 days
→ 45% increase in component reuse and 35% less developer handoff friction
→ 20% rise in user interaction with new CRM sync features
Wave Design System,
Wave Design System,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This was a high-stakes, high-speed project where we had to change the car’s engine while it was doing 100mph. Moving from Leadjet to Surfe wasn't just a name change; it was a complete visual and structural reinvention to move the product from a simple extension to an enterprise-grade sales tool. I led the entire rebranding of the design system in just 30 days, ensuring the new identity felt premium, reliable, and ready for deep CRM integrations.
Research
Before the rebrand, the Leadjet interface was hitting its limit. I audited the legacy system to see where it would break under our new ambitions.
→ Old components couldn't support the complex data-sync features on the roadmap
→ The UI lacked the premium feel required to compete with top-tier CRM tools
→ Needed a system that felt native within LinkedIn, not like an intrusive overlay
Challenges
The biggest hurdle was the timeline: we had one month to overhaul the entire system without disrupting live users.
→ A 30-day window for a full rebrand left zero room for trial and error
→ Fitting dense CRM data into a multi-browser sidebar required surgical precision
→ The visual shift had to feel like a premium upgrade rather than a disruption
Key Solutions
I architected a modular, high-impact system that prioritised speed of deployment and visual polish:
→ Rebuilt all core styles and tokens in 30 days to establish the new identity
→ Built a library of atoms and molecules optimised to feel native
→ Designed UI elements that turned complex CRM syncing into an intuitive workflow
→ Established guidelines that eliminated handoff friction and matched dev speed
Links to the Storybook and to Wave Design System.
Impact
The result was a seamless transition that didn't just change the logo, but improved how the whole team built the product:
→ 100% successful rebrand and system overhaul completed in 30 days
→ 45% increase in component reuse and 35% less developer handoff friction
→ 20% rise in user interaction with new CRM sync features