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Overview

Research

Design

Impact

AMCS Group

AMCS Platform Rebrand

AMCS Platform Rebrand

Rebranded Login
Rebranded Login

Role:

Sole UX Designer

Team size:

1 designer, multiple teams

Timeline:

9 months

Core tools:

Figma, VS Code, Azure DevOps, Storybook

Overview

The problem

AMCS had a new brand, but the product was built across 10 separately owned repositories (repos). Rolling it out without coordination would leave customers with a patchwork of old and new.

The solution

A phased rebrand built on a new Storybook design system, starting with the most visible screens, validated on demo environments, and going live together so customers see one consistent brand.

Key outcomes

8 of 10

Repos complete and UX approved

3

High-impact areas delivered in Phase 1

1

Coordinated go-live to avoid mixed branding

8 of 10

Repos complete and UX approved

3

High-impact areas delivered in Phase 1

1

Coordinated go-live to avoid mixed branding

Research & discovery

Understanding the problem space

Before designing, I worked with Marketing to understand the reasoning behind the rebrand, what was fixed and where there was flexibility. In parallel, I met with Engineering to learn what the existing styling and components could support.

Before designing, I worked with Marketing to understand the reasoning behind the rebrand, what was fixed and where there was flexibility. In parallel, I met with Engineering to learn what the existing styling and components could support.

Design team collaborating on a whiteboard during a product workshop
Design team collaborating on a whiteboard during a product workshop

Interpreting the brand for the product

Marketing had sample UIs, which upon discussing, I learned were illustrative only. This gave me room to adapt them: pink became a small accent, the industry colours were parked until they had a clear use, and for licensing reasons, Inter replaced Faktum as the heading font. Engineering leadership and architects then helped shape a phased approach to limit inconsistency across repos.

Key findings

Brand intent first

Marketing's priorities defined what was non-negotiable in the UI.

Feasibility shapes design

Engineering input kept concepts buildable from the start.

Consistency is the real challenge

The hardest part wasn't the visuals but keeping 10 independently owned repos aligned.

Brand intent first

Marketing's priorities defined what was non-negotiable in the UI.

Feasibility shapes design

Engineering input kept concepts buildable from the start.

Consistency is the real challenge

The hardest part wasn't the visuals but keeping 10 independently owned repos aligned.

Design process

Phasing the rollout

I created concepts from the brand guidelines, then refocused into phases. Phase 1 covered the Login Screen, Landing Screen and Global Header, the changes every user sees. It went to the first Product Owner, was built on a demo environment and received UX approval.

Rebrand Process

Building the design system

To keep ten codebases consistent, I built the new brand into a design system covering colours, typography, components, tokens and documentation. The UI development team built it in Storybook, where designers, engineers and Product Owners can all see how each component should look and behave. Decisions from my Marketing conversations, such as using pink sparingly and using Inter instead of Faktum, became rules in the system rather than one-off choices.

Scaling across repos

With my line manager and Engineering, we agreed I would apply the changes across the remaining repos, guided by a UI developer and working from the design system. For the complex repos, I created work items on each team’s board with the rebrand details, scheduled for PI3. This respected team ownership and made the work part of their planning.

Design solutions

Medflow Systems — clinical workflow dashboard showing patient data and nurse documentation interface
Medflow Systems — clinical workflow dashboard showing patient data and nurse documentation interface
Rebrand Landing
Rebrand Landing

Impact

Key Outcomes

80%

Repo changes UX approved on demo environments

2

Repos remaining to be completed and approved

1

Shared design system used across the product team

80%

Repo changes UX approved on demo environments

2

Repos remaining to be completed and approved

1

Shared design system used across the product team

Future

Go-Live

Working with the Release Manager, we’ll switch to live environments only when all repos are approved, with customer communication planned in advance. Repo teams reference the design system when implementing the rebrand and update it as components evolve, so it stays the single source of truth beyond this project.

Future Phases

In phase 2 and beyond we are planning to update the buttons, cards, tiles, modals and much more.