If you think that design systems are built to drive consistency through components and boost design productivity, it’s time to unlock the beyond and rethink your approach to the product, rethink creative processes, and rethink your design culture.

Earlier this year, Canadian telco giant and digital solutions company, TELUS launched their new design system, Allium. Through it’s creating, Allium quickly became more than a design system and powerfully transformed brand storytelling by design into a scalable and hype-able product and culture.