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A new kind of design system

The brand and design system you never had time to build.

Share your website, and Keel creates your brand guide and your design system in minutes. You approve what's right. Then everyone, including your AI tools, works from the same rules.

Reserve your spotSee how Keel works
The Keel setup screen for Raft Design, headed "Here's what I found." It lists the logo, company description, colors, typography and brand character found on raftdesign.studio, each with its source, and has Save and continue and Scan again buttons.

Your brand is in a slide deck. Your product is in Figma and code. They stopped agreeing a while ago.

Most growing companies never wrote either one down properly. The brand lives in a founder's head. The design system is whatever the last three designers left behind. Every new hire fills in the gaps differently, and now AI tools are filling them in too. Each guess drifts a little further from who you are.

  • Brand guidance trapped in PDFs and presentations

    Guidelines live in documents no one opens, distributed via Slack, and out of date by the time they're shared.

  • Product decisions scattered across Figma, Storybook, and code

    Design tokens, component decisions, and usage rules live in three places — and rarely agree.

  • AI tools generating work without the right context

    Copilot, Claude, and Midjourney don't know your brand voice, your tokens, or what's approved. They guess.

  • Systems drifting as the company grows

    What started as a consistent brand becomes a collection of regional variations, past-version components, and undocumented exceptions.

How Keel works

From what you have to a system that works.

  1. Start with what you have

    A website is enough. Brand files help. Figma libraries and codebases will too, once those connections open up

    • Website
    • Brand files
    • Figma libraryPlanned
    • Code repositoryPlanned

  2. Keel drafts both sides

    Your brand guide covers your story, voice, logos, color and type. Your design foundations cover color tokens, type scale, spacing and the core components Keel finds in your live product.

  3. You approve

    Every finding shows where it came from, and every change Keel suggests waits for your yes.

  4. Everyone works from it

    One live guide for people, and structured, approved context for AI tools.

The product

One system. Three surfaces.

A polished, shareable site containing current brand and product guidance.

Raft Design Brand Guide
Ask the brand

Raft Design

We design software experiences for founders, growth teams, and established companies.

  • Who we are

    At the intersection of product design and strategy.

  • Who we serve

    Founders and growth-stage product teams.

  • Brand character

    Adaptable. Experienced. Forward-looking.

For every team

One system. Both sides of the company.

Brand and marketing

  • Brand foundation
  • Voice and messaging
  • Logos and visual assets
  • Colors and typography
  • Instructions for creative AI tools

One company.One system.Shared context.

Product and engineering

  • Design foundations
  • Tokens and components
  • Usage guidance
  • Figma and code references
  • Instructions for coding agents
The larger idea

Designed for people. Structured for AI.

A PDF brand book and a design-system wiki can be read, but they can't be used. Keel keeps your brand and product decisions as approved, structured information, so the tools doing the work can follow them and your team stays in charge of what's true.

  • Marketing

    A marketer asks Claude to create an on-brand campaign brief using the approved voice and visual guidelines.

  • Design

    A designer checks which component or visual pattern to use before starting a new screen.

  • Engineering

    A coding agent like Claude Code or Codex builds with your approved tokens instead of inventing new ones.

  • Partners

    A partner downloads the right logo without emailing anyone.

Who's building this

Built by someone who's designed both sides.

I'm Lance Shields, founder of Raft Design. I've led design at Adobe and Walmart, where our work reached 580 million visitors a month, and I've built brand and design systems for startups in the U.S. and Japan. The same problem shows up everywhere: brand and product drift apart, and nobody has time to hold them together. Keel is built to do that for you.

Portrait of Lance Shields, founder of Raft Design.

Lance Shields

Founder, Raft Design · Building Keel

Learn about Raft Design

Reserve your spot

We're building with a small group of early teams. Tell us a bit about your situation.

Which do you need most?

No spam. We'll reach out personally before access opens.