diff --git a/appview/indexer/notifier.go b/appview/indexer/notifier.go
--- a/appview/indexer/notifier.go
+++ b/appview/indexer/notifier.go
@@ -63,7 +63,7 @@ l.Debug("reindexing repo after issue deletion")
 	ix.getAndReindexRepo(ctx, issue.RepoDid)
 }
 
-func (ix *Indexer) NewIssueLabelOp(ctx context.Context, issue *models.Issue) {
+func (ix *Indexer) NewIssueLabelOp(ctx context.Context, _ syntax.DID, issue *models.Issue, _ []models.LabelOp) {
 	l := log.FromContext(ctx).With("notifier", "indexer", "issue", issue)
 	l.Debug("reindexing issue after label change")
 	err := ix.Issues.Index(ctx, *issue)
@@ -72,7 +72,7 @@ l.Error("failed to index an issue", "err", err)
 	}
 }
 
-func (ix *Indexer) NewPullLabelOp(ctx context.Context, pull *models.Pull) {
+func (ix *Indexer) NewPullLabelOp(ctx context.Context, _ syntax.DID, pull *models.Pull, _ []models.LabelOp) {
 	l := log.FromContext(ctx).With("notifier", "indexer", "pull", pull)
 	l.Debug("reindexing pull after label change")
 	err := ix.Pulls.Index(ctx, pull)
diff --git a/appview/labels/labels.go b/appview/labels/labels.go
--- a/appview/labels/labels.go
+++ b/appview/labels/labels.go
@@ -253,13 +253,13 @@ subject := syntax.ATURI(subjectUri)
 	if subject.Collection() == tangled.RepoIssueNSID {
 		issues, err := db.GetIssues(l.db, orm.FilterEq("at_uri", subjectUri))
 		if err == nil && len(issues) == 1 {
-			l.notifier.NewIssueLabelOp(r.Context(), &issues[0])
+			l.notifier.NewIssueLabelOp(r.Context(), syntax.DID(did), &issues[0], validLabelOps)
 		}
 	}
 	if subject.Collection() == tangled.RepoPullNSID {
 		pulls, err := db.GetPulls(l.db, orm.FilterEq("at_uri", subjectUri))
 		if err == nil && len(pulls) == 1 {
-			l.notifier.NewPullLabelOp(r.Context(), pulls[0])
+			l.notifier.NewPullLabelOp(r.Context(), syntax.DID(did), pulls[0], validLabelOps)
 		}
 	}
 
diff --git a/appview/models/notifications.go b/appview/models/notifications.go
--- a/appview/models/notifications.go
+++ b/appview/models/notifications.go
@@ -9,18 +9,22 @@
 type NotificationType string
 
 const (
-	NotificationTypeRepoStarred    NotificationType = "repo_starred"
-	NotificationTypeIssueCreated   NotificationType = "issue_created"
-	NotificationTypeIssueCommented NotificationType = "issue_commented"
-	NotificationTypePullCreated    NotificationType = "pull_created"
-	NotificationTypePullCommented  NotificationType = "pull_commented"
-	NotificationTypeFollowed       NotificationType = "followed"
-	NotificationTypePullMerged     NotificationType = "pull_merged"
-	NotificationTypeIssueClosed    NotificationType = "issue_closed"
-	NotificationTypeIssueReopen    NotificationType = "issue_reopen"
-	NotificationTypePullClosed     NotificationType = "pull_closed"
-	NotificationTypePullReopen     NotificationType = "pull_reopen"
-	NotificationTypeUserMentioned  NotificationType = "user_mentioned"
+	NotificationTypeRepoStarred     NotificationType = "repo_starred"
+	NotificationTypeIssueCreated    NotificationType = "issue_created"
+	NotificationTypeIssueCommented  NotificationType = "issue_commented"
+	NotificationTypePullCreated     NotificationType = "pull_created"
+	NotificationTypePullCommented   NotificationType = "pull_commented"
+	NotificationTypeFollowed        NotificationType = "followed"
+	NotificationTypePullMerged      NotificationType = "pull_merged"
+	NotificationTypeIssueClosed     NotificationType = "issue_closed"
+	NotificationTypeIssueReopen     NotificationType = "issue_reopen"
+	NotificationTypePullClosed      NotificationType = "pull_closed"
+	NotificationTypePullReopen      NotificationType = "pull_reopen"
+	NotificationTypeUserMentioned   NotificationType = "user_mentioned"
+	NotificationTypeIssueAssigned   NotificationType = "issue_assigned"
+	NotificationTypeIssueUnassigned NotificationType = "issue_unassigned"
+	NotificationTypePullAssigned    NotificationType = "pull_assigned"
+	NotificationTypePullUnassigned  NotificationType = "pull_unassigned"
 )
 
 var SocialNotificationTypes = []NotificationType{
@@ -39,6 +43,10 @@ NotificationTypePullMerged,
 	NotificationTypePullClosed,
 	NotificationTypePullReopen,
 	NotificationTypeUserMentioned,
+	NotificationTypeIssueAssigned,
+	NotificationTypeIssueUnassigned,
+	NotificationTypePullAssigned,
+	NotificationTypePullUnassigned,
 }
 
 type Notification struct {
@@ -84,6 +92,10 @@ case NotificationTypeFollowed:
 		return "user-plus"
 	case NotificationTypeUserMentioned:
 		return "at-sign"
+	case NotificationTypeIssueAssigned, NotificationTypePullAssigned:
+		return "user-round-check"
+	case NotificationTypeIssueUnassigned, NotificationTypePullUnassigned:
+		return "user-round-x"
 	default:
 		return ""
 	}
@@ -135,7 +147,11 @@ case NotificationTypePullReopen:
 		return prefs.PullCreated // same pref for now
 	case NotificationTypeFollowed:
 		return prefs.Followed
-	case NotificationTypeUserMentioned:
+	case NotificationTypeUserMentioned,
+		NotificationTypeIssueAssigned,
+		NotificationTypeIssueUnassigned,
+		NotificationTypePullAssigned,
+		NotificationTypePullUnassigned:
 		return prefs.UserMentioned
 	default:
 		return false
diff --git a/appview/notify/db/db.go b/appview/notify/db/db.go
--- a/appview/notify/db/db.go
+++ b/appview/notify/db/db.go
@@ -16,7 +16,8 @@ "tangled.org/core/sets"
 )
 
 const (
-	maxMentions = 8
+	maxMentions     = 8
+	assigneeLabelAt = "at://did:plc:wshs7t2adsemcrrd4snkeqli/sh.tangled.label.definition/assignee"
 )
 
 type databaseNotifier struct {
@@ -276,8 +277,62 @@ func (n *databaseNotifier) DeleteIssue(ctx context.Context, issue *models.Issue) {
 	// no-op for now
 }
 
-func (n *databaseNotifier) NewIssueLabelOp(ctx context.Context, issue *models.Issue) {}
-func (n *databaseNotifier) NewPullLabelOp(ctx context.Context, pull *models.Pull)    {}
+func (n *databaseNotifier) NewIssueLabelOp(ctx context.Context, actor syntax.DID, issue *models.Issue, ops []models.LabelOp) {
+	entityType := "issue"
+	entityId := issue.AtUri().String()
+	repoId := &issue.Repo.Id
+	issueId := &issue.Id
+	var pullId *int64
+
+	assigned := sets.New[syntax.DID]()
+	unassigned := sets.New[syntax.DID]()
+	for _, op := range ops {
+		if op.OperandKey != assigneeLabelAt {
+			continue
+		}
+		assignee := syntax.DID(op.OperandValue)
+		switch op.Operation {
+		case models.LabelOperationAdd:
+			assigned.Insert(assignee)
+		case models.LabelOperationDel:
+			unassigned.Insert(assignee)
+		default:
+			continue
+		}
+	}
+
+	n.notifyEvent(ctx, actor, assigned, models.NotificationTypeIssueAssigned, entityType, entityId, repoId, issueId, pullId)
+	n.notifyEvent(ctx, actor, unassigned, models.NotificationTypeIssueUnassigned, entityType, entityId, repoId, issueId, pullId)
+}
+
+func (n *databaseNotifier) NewPullLabelOp(ctx context.Context, actor syntax.DID, pull *models.Pull, ops []models.LabelOp) {
+	entityType := "pull"
+	entityId := pull.AtUri().String()
+	repoId := &pull.Repo.Id
+	var issueId *int64
+	p := int64(pull.ID)
+	pullId := &p
+
+	assigned := sets.New[syntax.DID]()
+	unassigned := sets.New[syntax.DID]()
+	for _, op := range ops {
+		if op.OperandKey != assigneeLabelAt {
+			continue
+		}
+		assignee := syntax.DID(op.OperandValue)
+		switch op.Operation {
+		case models.LabelOperationAdd:
+			assigned.Insert(assignee)
+		case models.LabelOperationDel:
+			unassigned.Insert(assignee)
+		default:
+			continue
+		}
+	}
+
+	n.notifyEvent(ctx, actor, assigned, models.NotificationTypePullAssigned, entityType, entityId, repoId, issueId, pullId)
+	n.notifyEvent(ctx, actor, unassigned, models.NotificationTypePullUnassigned, entityType, entityId, repoId, issueId, pullId)
+}
 
 func (n *databaseNotifier) NewFollow(ctx context.Context, follow *models.Follow) {
 	actorDid := syntax.DID(follow.UserDid)
diff --git a/appview/notify/logging/notifier.go b/appview/notify/logging/notifier.go
--- a/appview/notify/logging/notifier.go
+++ b/appview/notify/logging/notifier.go
@@ -70,14 +70,14 @@ ctx = tlog.IntoContext(ctx, tlog.SubLogger(l.logger, "DeleteIssue"))
 	l.inner.DeleteIssue(ctx, issue)
 }
 
-func (l *loggingNotifier) NewIssueLabelOp(ctx context.Context, issue *models.Issue) {
+func (l *loggingNotifier) NewIssueLabelOp(ctx context.Context, actor syntax.DID, issue *models.Issue, ops []models.LabelOp) {
 	ctx = tlog.IntoContext(ctx, tlog.SubLogger(l.logger, "NewIssueLabelOp"))
-	l.inner.NewIssueLabelOp(ctx, issue)
+	l.inner.NewIssueLabelOp(ctx, actor, issue, ops)
 }
 
-func (l *loggingNotifier) NewPullLabelOp(ctx context.Context, pull *models.Pull) {
+func (l *loggingNotifier) NewPullLabelOp(ctx context.Context, actor syntax.DID, pull *models.Pull, ops []models.LabelOp) {
 	ctx = tlog.IntoContext(ctx, tlog.SubLogger(l.logger, "NewPullLabelOp"))
-	l.inner.NewPullLabelOp(ctx, pull)
+	l.inner.NewPullLabelOp(ctx, actor, pull, ops)
 }
 
 func (l *loggingNotifier) NewFollow(ctx context.Context, follow *models.Follow) {
diff --git a/appview/notify/merged_notifier.go b/appview/notify/merged_notifier.go
--- a/appview/notify/merged_notifier.go
+++ b/appview/notify/merged_notifier.go
@@ -70,12 +70,12 @@ func (m *mergedNotifier) DeleteIssue(ctx context.Context, issue *models.Issue) {
 	m.fanout(func(n Notifier) { n.DeleteIssue(ctx, issue) })
 }
 
-func (m *mergedNotifier) NewIssueLabelOp(ctx context.Context, issue *models.Issue) {
-	m.fanout(func(n Notifier) { n.NewIssueLabelOp(ctx, issue) })
+func (m *mergedNotifier) NewIssueLabelOp(ctx context.Context, actor syntax.DID, issue *models.Issue, ops []models.LabelOp) {
+	m.fanout(func(n Notifier) { n.NewIssueLabelOp(ctx, actor, issue, ops) })
 }
 
-func (m *mergedNotifier) NewPullLabelOp(ctx context.Context, pull *models.Pull) {
-	m.fanout(func(n Notifier) { n.NewPullLabelOp(ctx, pull) })
+func (m *mergedNotifier) NewPullLabelOp(ctx context.Context, actor syntax.DID, pull *models.Pull, ops []models.LabelOp) {
+	m.fanout(func(n Notifier) { n.NewPullLabelOp(ctx, actor, pull, ops) })
 }
 
 func (m *mergedNotifier) NewFollow(ctx context.Context, follow *models.Follow) {
diff --git a/appview/notify/notifier.go b/appview/notify/notifier.go
--- a/appview/notify/notifier.go
+++ b/appview/notify/notifier.go
@@ -28,8 +28,8 @@
 	NewPull(ctx context.Context, pull *models.Pull)
 	NewPullState(ctx context.Context, actor syntax.DID, pull *models.Pull)
 
-	NewIssueLabelOp(ctx context.Context, issue *models.Issue)
-	NewPullLabelOp(ctx context.Context, pull *models.Pull)
+	NewIssueLabelOp(ctx context.Context, actor syntax.DID, issue *models.Issue, ops []models.LabelOp)
+	NewPullLabelOp(ctx context.Context, actor syntax.DID, pull *models.Pull, ops []models.LabelOp)
 
 	UpdateProfile(ctx context.Context, profile *models.Profile)
 
@@ -63,8 +63,10 @@ func (m *BaseNotifier) NewIssue(ctx context.Context, issue *models.Issue, mentions []syntax.DID) {}
 func (m *BaseNotifier) NewIssueState(ctx context.Context, actor syntax.DID, issue *models.Issue) {}
 func (m *BaseNotifier) DeleteIssue(ctx context.Context, issue *models.Issue)                     {}
 
-func (m *BaseNotifier) NewIssueLabelOp(ctx context.Context, issue *models.Issue) {}
-func (m *BaseNotifier) NewPullLabelOp(ctx context.Context, pull *models.Pull)    {}
+func (m *BaseNotifier) NewIssueLabelOp(ctx context.Context, actor syntax.DID, issue *models.Issue, ops []models.LabelOp) {
+}
+func (m *BaseNotifier) NewPullLabelOp(ctx context.Context, actor syntax.DID, pull *models.Pull, ops []models.LabelOp) {
+}
 
 func (m *BaseNotifier) NewFollow(ctx context.Context, follow *models.Follow)    {}
 func (m *BaseNotifier) DeleteFollow(ctx context.Context, follow *models.Follow) {}
diff --git a/appview/pages/templates/notifications/fragments/item.html b/appview/pages/templates/notifications/fragments/item.html
--- a/appview/pages/templates/notifications/fragments/item.html
+++ b/appview/pages/templates/notifications/fragments/item.html
@@ -57,7 +57,9 @@ {{ if or (eq .Type "issue_created") (eq .Type "issue_reopen") }}text-green-600 dark:text-green-500
   {{ else if or (eq .Type "pull_created") (eq .Type "pull_reopen") }}text-green-600 dark:text-green-500
   {{ else if eq .Type "pull_merged" }}text-purple-600 dark:text-purple-500
   {{ else if eq .Type "pull_closed" }}text-red-600 dark:text-red-500
-  {{ else if eq .Type "user_mentioned" }}text-blue-600 dark:text-blue-500
+  {{ else if eq .Type "user_mentioned" }}text-blue-500 dark:text-blue-400
+  {{ else if eq .Type "repo_starred" }}text-yellow-500 dark:text-yellow-600
+  {{ else if or (eq .Type "issue_assigned") (eq .Type "pull_assigned") }} text-blue-500 dark:text-blue-400
   {{ else }}text-gray-500 dark:text-gray-400
   {{ end }}
 {{ end }}
@@ -113,6 +115,14 @@ <span class="{{ $textStyle }}">mentioned you on a pull request in</span> <span class="{{ $subjectStyle }}">{{ $repo }}</span>
     {{ else }}
       <span class="{{ $textStyle }}">mentioned you in</span> <span class="{{ $subjectStyle }}">{{ $repo }}</span>
     {{ end }}
+  {{ else if eq .Type "issue_assigned" }}
+    <span class="{{ $textStyle }}">assigned you to an issue on</span> <span class="{{ $subjectStyle }}">{{ $repo }}</span>
+  {{ else if eq .Type "issue_unassigned" }}
+    <span class="{{ $textStyle }}">unassigned you from an issue on</span> <span class="{{ $subjectStyle }}">{{ $repo }}</span>
+  {{ else if eq .Type "pull_assigned" }}
+    <span class="{{ $textStyle }}">assigned you to a PR on</span> <span class="{{ $subjectStyle }}">{{ $repo }}</span>
+  {{ else if eq .Type "pull_unassigned" }}
+    <span class="{{ $textStyle }}">unassigned you from a PR on</span> <span class="{{ $subjectStyle }}">{{ $repo }}</span>
   {{ end }}
   </span>
 {{ end }}
diff --git a/appview/pulls/labels.go b/appview/pulls/labels.go
--- a/appview/pulls/labels.go
+++ b/appview/pulls/labels.go
@@ -173,7 +173,7 @@ }
 			continue
 		}
 
-		s.notifier.NewPullLabelOp(ctx, pull)
+		s.notifier.NewPullLabelOp(ctx, userDid, pull, valid)
 	}
 }