Visible Design System
Building a centralized design system that brought consistency, scalability, and speed across product and marketing.
Overview
As the first all-digital phone brand with no stores, Visible needed a more unified design foundation to meet customers wherever they were. But during its early growth stage, the brand lacked a centralized system, making it difficult for teams to work consistently across product and marketing.
Challenge
Assets were spread across different locations, formats were inconsistent, and the existing brand guidance was too limited to support a fast-growing organization. This created friction across teams, slowed production, and made it harder to build a cohesive customer experience.
Outcome
I led the effort to bring brand foundations, assets, and reusable components into a single source of truth in Figma. What began as a more organized living document evolved into a scalable design system used across 11 teams, with 619 components and 101 styles. The system improved consistency, reduced production time by as much as 30%, and created a stronger foundation for faster collaboration between design and development.
