Extending Sway’s identity into the product - a Bay Area platform reimagining democracy

We developed motion principles, refined flows, and built the bridge between brand and product — expanding their identity and creating a complete product branch for what didn’t yet exist.

brand identity
illustrations
motion design
product design

client cast

Claire Shorall

Joel Yong

Kayla Huang

Albert R.

team cast

Dima Lepokhin

Veronica Filipenko

Robert Vagin

Stan Yakusevych

FULL DESIGN SYSTEM AND MOTION GUIDELINES FOR SWAY NONPARTISAN VOTING PLATFORM THAT TURNS GROUPS INTO ELECTORAL BLOCS

Sway is a nonpartisan voting platform, registered as a Public Benefit Corporation, that lets groups vote as a bloc and prove mathematically when their turnout decided a race. Active in Texas, California, and Illinois. Featured on Andrew Yang's Forward podcast. In Harris County, a Sway group of 946 members backed a candidate who won by 365 votes.

Sway came in with visual identity and mission defined. The web product needed a system that could scale with the platform.

Scope: full design system for the web application — UI kit, component library, icon set, motion guidelines. 200+ components, 80 icons, 30 screens covered. Built in Figma over six weeks, structured so the Sway team extends it independently.

Motion guidelines defined the interaction patterns across the app — states, transitions, feedback — as a reusable set, not one-off animations.

System is live. Sway team extends it as new features ship.

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The goal: relaunch fast with a new brand and keep evolving from there. We handled everything inhouse - from brand and UI to motion and build.