Through conversations and surveys I identified four brand attributes that held the most importance: Elegant & Fun, discovery-driven & connected, energetic & dynamic, and human & inspiring. Through rounds of iteration we landed on this design system. John is the one guiding and drawing the path for his guests to discover and re-inspire themselves with this concept of subtracting and erasing away to give spotlight to clarity. With a color palette that is refined, but playful it lets his audience feel taken care of.