Designing Solar Systems

What started as a simple hunt for a “single source of truth” grew into something much bigger. Over the years, I’ve helped brands like DHL Group and Carlsberg Group turn messy pattern libraries into fully-fledged, multi-brand design systems. Along the way we bridged code and design, built scalable UI libraries, and shaped a global Figma toolkit that keeps everything in sync.

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My role
Creative Direction, DesignOps

Agency
Publicis Sapient

Clients
DHL Group, GER
Carlsberg Group, DEN
Diriyah Co., SAU

Year
2020 - today

A design system isn’t just components – it’s a solar system you build. You define the core, set the gravity, and bring UX, UI, Development, Product, and Brand into one orbit. When everything aligns, teams move faster, stay connected, and still have space for each brand to shine.

The real work starts once the foundation is set – the thinking, the structure, and the routines that turn a system from theory into something teams rely on every day. The sections below unpack how that happened: how collaboration was shaped, how tokens became the glue, and how the toolkit grew into a fast, predictable way of working.

Designing Collaboration

The system only worked because everyone built it together. Designers, developers, product, and brand moved in one rhythm – no big handovers, just parallel work, open reviews, and clear roles. My job was to keep that flow steady and transparent, making sure decisions and conversations didn’t get lost between disciplines. Over time, that way of working turned collaboration into the real engine behind the system’s scale and reliability.

A Shared Foundation

We created one solid base – tokens, components, accessibility rules – and let the brands layer their own voice on top. Same backbone, different personalities. That modular setup meant each new brand plugged into the system without reinventing anything. It kept quality consistent while giving teams room to express their identity, making expansion feel natural instead of labor-heavy.

Design Tokens – The DNA

Tokens kept everything connected. They turned design decisions into data that both design and code could trust, removing guesswork across teams and vendors. Core tokens stayed universal; brand tokens added individuality where it mattered. With Figma Variables and proper tooling in place, updates rolled through the system cleanly, keeping every experience aligned without slowing down delivery.

From Structure to Speed

The Figma setup became its own ecosystem: foundations, components, docs, and sandboxes – all cleanly organized and versioned. Components were built with variants, responsive behavior, and documentation baked in from day one. Designers could pull from a predictable toolkit, experiment safely, and ship faster. The structure didn’t limit creativity – it removed friction so teams could focus on the work that mattered.

Governance That Scales

Good governance kept everything steady. Clear responsibilities, predictable rituals, and shared checkpoints kept quality high without bogging the team down. It wasn’t about approvals for the sake of approvals – it was about rhythm and clarity. This structure made the system easier to maintain, helped decisions land faster, and kept everyone moving in the same direction.

From Vision to Implementation

Once the base was set, we moved into continuous delivery. Design and development worked side-by-side, testing, refining, improving. Each release reinforced what came before and opened space for the next iteration. It became an ongoing loop – build, check, adjust – keeping the system alive, coherent, and always improving without massive rework cycles.

Scalable Impact

The system didn’t just tidy up design; it reshaped how teams worked. Onboarding sped up, decisions got clearer, and brands could ship faster with fewer dependencies. What started as a design initiative evolved into a shared operating model. It proved that when structure supports creativity instead of controlling it, the whole organization moves with more confidence.

One System – Many Expressions

The final output showed how one foundation could stretch across very different brand worlds without breaking. Same design logic underneath, unique expressions on top. The visuals made the whole idea tangible – unity where it matters, freedom where it counts – and a system built to support both.

The principles here aren’t theory – they’re shaped by real work across global brands. Each project refined the balance between creativity, structure, and collaboration, from brand theming to governance, from token logic to Figma infrastructure. I’ve built and led these systems in live environments with real teams and real impact – getting smarter every time.

Global Logistics & Connectivity Leader (Europe)

Status: Active

A world-spanning logistics powerhouse connecting people, markets, and economies across borders and time zones. Behind its promise of speed and reliability sits a vast digital ecosystem. We unified this landscape through a single design system foundation – tokens, components, and shared principles that align design and engineering at scale. Built for efficiency, consistency, and unmistakable presence across every digital touchpoint.

Global Beverage Group (Northern Europe)

Status: Active

A renowned international beverage group managing a diverse portfolio of brands, each with its own heritage, voice, and audience. We designed a flexible system that balances individuality with a shared DNA of quality and clarity. Through tokenization, theming, and reusable components, the system enables cohesive digital experiences while preserving distinct brand character – crafted with the same precision as the products themselves.

Cultural Destination & Development Authority (Middle East)

Status: In Progress

A landmark destination project rooted in deep cultural heritage and national identity, redefining how history meets contemporary experience. We are building a multi-brand design system that brings all digital experiences together under one coherent framework. From foundational color tokens to full documentation, the system creates consistency at scale – bridging tradition and innovation across platforms, audiences, and moments.

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