Design systems that marketing teams can actually use
A design system is only valuable if the people shipping pages every week can use it without a designer in the room. Four principles that make that true.
A design system that lives in Figma and nowhere else is a reference document, not a system. The test of a good one is whether a marketer can build a campaign page on Tuesday that looks like the agency built it.
Components, not pages
Design the smallest set of components that can express every page you need, then build pages from them in the CMS. Fewer parts means fewer ways to drift.
Guard rails over guidelines
Constrain spacing, type and colour at the component level so good decisions are the default. Documentation nobody reads cannot protect the brand; sensible defaults can.
- Every component ships with content guidance
- Variants are named after intent, not appearance
- The system is versioned with the codebase
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