IAG Design System

I led the development of a Global Design System across 12 brands, alongside the Chroma Design System. While creating a design system for a single brand is already challenging, scaling it across 12 brands with diverse identities, stakeholders, and agency partners required strong governance, alignment, collaboration, and teamwork.

I worked within a core team of seven for over two years (Myra, Russ, Phuong, John, Nathan, Jason, and myself), later supported by two designers (Daniel and Marc) for three months to migrate the existing Sketch libraries into Figma libraries. We had to do this as Figma was becoming the new adoption.

At its core, a design system translates a brand’s visual language into a scalable and efficient framework across digital platforms. It ensures consistency, reduces errors, and improves development efficiency by replacing fragmented builds with reusable components — becoming the single source of truth. Beyond components, we also developed clear guidelines, principles, and style documentation to drive a cohesive user experience and align all stakeholders.

I co-led adoption of the system across internal teams and external agencies, securing buy-in to ensure consistent use of shared components. Using Atomic Design methodology (atoms, molecules, organisms, templates, and pages), we built a modular framework that strengthened alignment between design and code, reduced duplication, and made updates faster and easier. We also defined governance criteria and processes to ensure new components were scalable and reusable.

I collaborated closely with brand directors and agency partners such as Maud and Fjord to validate implementation, evolve the Sketch and Figma libraries, coordinate with engineering on code integration and/or code change, and ensure brand updates were consistently applied across design and codebases. I also helped stakeholders understand the value of the design system, facilitated workshops, and worked with UX teams to test and validate component behaviour within the system.

The result was a fully operational, scalable design system implemented across 12 brands, designed to support IAG’s continued brand expansion.

Building on this end-to-end brand expertise, I later supported Fireworks Venture in testing and refining brand concepts before presenting data-driven results to investors. Two of the concepts I worked on were fully adopted, including Arturo.