Design System
Unified design system for a fragmented media ecosystem
As Creative Lead at B-Reel, I directed the creation of a new design language and unified design system for Red Bull, streamlining their fragmented ecosystem of microsites, products, and platforms. The project involved creating a flexible design system that worked across 64 variations of Red Bull's .com experience, designed to serve different audiences in multiple languages while maintaining consistency across the brand's diverse properties.
Objective
To create a unified design system for Red Bull's fragmented digital presence across microsites, products, and platforms, ensuring consistency while maintaining flexibility for various markets.
Challenge
Red Bull's diverse brand offerings, ranging from sports and culture to music and adventure, had led to a fragmented media landscape across multiple digital properties, each with its own design language.
Solution
We developed a new design system using an **atomic design philosophy**, which allowed us to build modular components that could be easily adapted across different platforms. The system had to work across 64 variations of Red Bull's .com experience, supporting different languages and target audiences.
Execution
The design system was built to be highly flexible, with modular cards and structures that could be combined in various ways to serve different content needs, while maintaining a cohesive brand identity.
Impact
The unified design system helped streamline Red Bull's digital presence, creating a more consistent and cohesive experience for users across different platforms and properties, while still allowing for localisation and flexibility.
Client
Red Bull
Agency
W12 Studios
Role
Creative Lead
Year
2016
Type
Product Design
- Design System
- Atomic Design
- Web Development
Hey 👋 I'm a Creative Director 🎬, Designer 🎨 and Creative Technologist 🖥️ — your quintessential jack of all trades and master of some. Globetrotting from London 🇬🇧 to Singapore 🇸🇬 and Rotterdam 🇳🇱, I've honed my skills at top agencies like Media.Monks, Subvrsive, B-Reel and AllofUs, crafting creative solutions that resonate globally. Armed with experience in AR 🕶️, a curiosity for VR 🌐 and an ever-growing fascination with AI 🤖, I create immersive experiences across Voice 🔊, 3D 🛠️, immersive web 💻 and experiential design 🎢. I enjoy leading interdisciplinary teams towards bold and interesting outcomes, aiming to produce work that is as delightful as it is effective. Constantly poking at the boundaries of the next possible, I'm excited to explore where both old and new technology might lead us.