A strategic duo embracing the complexities of systemic problems with human-centered solutions for sustainable growth and social impact.
SERVICES /
Brand Strategy
Branding Design
Web Design
Collateral
ABOUT /
WOC Co-Owned
Oakland, CA
OVERVIEW /
After years of working together behind the scenes, Emma and Ke were ready to officially step into the spotlight together as Systems Design Lab. Their goal was to establish a brand, officially launch the business, and begin building their brand prescence as SDL.
After years of working together behind the scenes, Emma and Ke were ready to officially step into the spotlight together as Systems Design Lab. Their goal was to establish a brand, officially launch the business, and begin building their brand prescence as SDL.
CHALLENGE /
In a field resistant to change, the challenge was clear: how do you build a brand that challenges the status quo without losing credibility? Emma and Ke wanted to differentiate themselves from the traditional organizations they used to work with, articulate what they do and who they serve, and feel aligned and energized as they grew their business.
In a field resistant to change, the challenge was clear: how do you build a brand that challenges the status quo without losing credibility? Emma and Ke wanted to differentiate themselves from the traditional organizations they used to work with, articulate what they do and who they serve, and feel aligned and energized as they grew their business.
In a field resistant to change, the challenge was clear: how do you build a brand that challenges the status quo without losing credibility? Emma and Ke wanted to differentiate themselves from the traditional organizations they used to work with, articulate what they do and who they serve, and feel aligned and energized as they grew their business.
In a field resistant to change, the challenge was clear: how do you build a brand that challenges the status quo without losing credibility? Emma and Ke wanted to differentiate themselves from the traditional organizations they used to work with, articulate what they do and who they serve, and feel aligned and energized as they grew their business.
APPROACH /
We began by uncovering the heart of their work: a bold commitment to human-centered consulting that embraces the complexity of systemic challenges in the social sector. The brand strategy positioned Systems Design Lab as a thoughtful disruptor—grounded in values, powered by relationships, and focused on long-term, sustainable impact.
We established their core brand message, “Radical Change Starts with Radical Changes,” which captures the essence of their work and invites mission-aligned clients to join them in reimagining what's possible.
Visually, the brand is structured, clean, and intentional—mirroring their thoughtful approach. But woven throughout are playful details and personality-driven touches that make the brand feel deeply human, accessible, and unmistakably Emma and Ke. In a sea of traditional competitors, SDL needed to stand out as approachable partners—bringing humanity and playfulness to the serious work of navigating complex change.
We began by uncovering the heart of their work: a bold commitment to human-centered consulting that embraces the complexity of systemic challenges in the social sector. The brand strategy positioned Systems Design Lab as a thoughtful disruptor—grounded in values, powered by relationships, and focused on long-term, sustainable impact.
We established their core brand message, “Radical Change Starts with Radical Changes,” which captures the essence of their work and invites mission-aligned clients to join them in reimagining what's possible.
Visually, the brand is structured, clean, and intentional—mirroring their thoughtful approach. But woven throughout are playful details and personality-driven touches that make the brand feel deeply human, accessible, and unmistakably Emma and Ke. In a sea of traditional competitors, SDL needed to stand out as approachable partners—bringing humanity and playfulness to the serious work of navigating complex change.
We began by uncovering the heart of their work: a bold commitment to human-centered consulting that embraces the complexity of systemic challenges in the social sector. The brand strategy positioned Systems Design Lab as a thoughtful disruptor—grounded in values, powered by relationships, and focused on long-term, sustainable impact.
We established their core brand message, “Radical Change Starts with Radical Changes,” which captures the essence of their work and invites mission-aligned clients to join them in reimagining what's possible.
Visually, the brand is structured, clean, and intentional—mirroring their thoughtful approach. But woven throughout are playful details and personality-driven touches that make the brand feel deeply human, accessible, and unmistakably Emma and Ke. In a sea of traditional competitors, SDL needed to stand out as approachable partners—bringing humanity and playfulness to the serious work of navigating complex change.
IMPACT /
The brand strategy process became more than a visual refresh—it helped Ke and Emma define the soul of Systems Design Lab. With a clear identity and renewed purpose, they transitioned from a scrappy, personality-driven practice to an intentional business rooted in shared values and community impact. The shift in how clients refer to their work—from “Ke and Emma” to “Systems Design Lab”—reflects the transformation. Today, they lead with confidence, clarity, and a collective voice that allows them to take aligned stances and show up with integrity across all aspects of their work.
The brand strategy process became more than a visual refresh—it helped Ke and Emma define the soul of Systems Design Lab. With a clear identity and renewed purpose, they transitioned from a scrappy, personality-driven practice to an intentional business rooted in shared values and community impact. The shift in how clients refer to their work—from “Ke and Emma” to “Systems Design Lab”—reflects the transformation. Today, they lead with confidence, clarity, and a collective voice that allows them to take aligned stances and show up with integrity across all aspects of their work.
Visually, the brand is structured, clean, and intentional—mirroring their thoughtful approach. But woven throughout are playful details and personality-driven touches that make the brand feel deeply human, accessible, and unmistakably Emma and Ke. In a sea of traditional competitors, SDL needed to stand out as approachable partners—bringing humanity and playfulness to the serious work of navigating complex change.
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Radical change starts with radical changes.
SYSTEMS DESIGN LAB
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Radical change starts with radical changes.
SYSTEMS DESIGN LAB
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CLIENT
Testimonial
OAKLAND
California
KE WU & EMMA PARKERSON
FOUNDERS, SYSTEMS DESIGN LAB
This entire process really pushed us to be much more intentional about what we're doing
EMMA PARKERSON & KE WU
Founders
Website ➔
I genuinely didn't think that in the process of branding that we were going to find who we were a Systems Design Lab. The way that [the branding process] has organized how we operate on a day-to-day and also how we operate when we're being really intentional to step back is extremely powerful.
Our new identity is deeply meaningful and very aligned with what we're trying to do. The strategy part was a really good push for us, moving us out of the super scrappy phase into much more intentional phase.
Over the last year, we’ve transitioned in how people see us. Their language has changed from “we’re working with Ke and Emma” to “we’re working with Systems Design Lab”. This entire process really pushed us to be much more intentional about what we're doing and has landed us in a place where we're a building business that is very intentional about the community that it creates and the community that it builds that feels deeply meaningful to us.
Donají really helped us identify what Systems Design Lab is and the presence that it wants to have. Now, when we take stances with our clients when we believe that a client is a misalign with our values, we do it as Systems Design Lab, not as Ke's or Emma's opinion. We feel confident to be able to say things like that now. I don't think we would have been before because it wasn't so clear and obvious to us how we want to exist as a business.
+ CASE
STUDIES +
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LET'S WORK
TOGETHER
READY TO PUSH BOUNDARIES,
MOVE HEARTS, & SHAKE THE WORLD?
Get Started with
The Brand Magic
Workshop
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UNAPOLOGETIC BRANDS FOR UNAPOLOGETIC HUMANS
FOR FOUNDERS ROOTED IN UNSHAKABLE VALUES
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Brand strategy, branding design, and website design for women of color entrepreneurs, founders, leaders and BIPOC-led organizations in the Bay Area and beyond.
Latina-Owned / Veteran-Owned
© Donaji Mejia 2025
