SureCam are a network-connected dash camera company who differentiate themselves from competitors by providing a platform that combines fleet management and dash camera footage in one place.
SureCam’s website was long overdue for a refresh - not just visually, but in how it communicated its story. Over the years, the site had accumulated layers of inconsistent updates: a mix of legacy templates and components used haphazardly across different pages. This patchwork made any global design or structural changes near-impossible.
The challenge was to evolve the site’s look and feel while also untangling this underlying complexity, without disrupting existing content and functionality.
I was engaged to lead a complete redesign of the website, with a focus on setting up a scalable design system that could support future growth.
To ensure minimal disruption, we planned a phased rollout - starting with a visual overhaul (a "theme switch"), followed by a deeper content audit and refinement led by the client. I began by auditing the existing site, identifying which components were still useful, which could be consolidated, and what needed to be retired.
Before diving into designing full web pages, I ran a series of collaborative visual explorations with the client to redefine SureCam’s visual identity — refining colour palette, typography, iconography, and layout patterns. This ensured alignment early on and set the tone for the design system to follow.
From there, I established a design system strategy rooted in atomic design principles. This allowed us to replace the outdated ecosystem of components with a cohesive, flexible system that could be easily implemented and iterated on.
The design system was created from the ground up - starting with foundational styles and UI elements, then scaling up to components, page blocks, and full templates. Because the system was mapped closely to the structure of the legacy site, we were able to implement the redesign in a manageable, phased way that brought immediate visual impact, while laying the groundwork for long-term consistency and scalability.
