Backstage is a management platform that sits between streaming apps on the front end and the underlying back-end systems. It enables customers to run and maintain their video streaming products themselves — handling tasks like app configuration, content release planning, and even styling setup across platforms.

I was responsible for managing and evolving the design system and its component library, to ensure consistency and scalability across the product. I designed, validated, and delivered new features in close collaboration with product and engineering. In a later phase, I led a major rebrand to align the product with 24i’s new brand identity.

Appstage is 24i’s white-label app platform that lets content providers, TV operators, broadcasters, and brands launch fully branded video services across 15+ device platforms — without the headache of custom builds. It powers a unified design system that keeps experiences consistent across screens while still honoring each platform’s conventions.

I led the visual direction, created the main layouts across the app, and was hands-on with the design system and theming system — two foundations that made the product scalable and highly adaptable. I also worked closely with new clients, guiding them through onboarding and showing how quickly their brand could come to life inside the app.