Two brands, one design system
Evolved the art direction established during the Unbounce and Insightly brand unification into a scalable design system built to extend beyond the design team. Marketing and cross-functional teams can now self-serve on campaigns, web pages, and landing pages without compromising brand consistency or creating bottlenecks for design.
A multi-library Figma system organized into three core sections: a brand foundations library covering typography, color, and visual language; a component library of modular UI elements and web patterns; and an asset library of curated product renders and brand compositions ready for deployment across digital campaigns and web touchpoints.
Auditing, curating, and planning for scalabitly
We began by auditing existing campaign and web assets to identify what was working, what needed refinement, and what had to be built from scratch. Through cross-functional collaboration with the Marketing team, we aligned on the core elements needed to support day-to-day workflows across both teams.
Information architecture decisions were equally critical—how to structure the library's hierarchy, define naming conventions, and group content to make the system intuitive for designers and non-designers alike.
The design system proved invaluable during contractor onboarding and cross-team handoffs, providing a shared visual language that allowed contributors to hit the ground running. The system remains a living document — continuously refined through team feedback and expanded as new patterns, components, and use cases emerge.
Brand elements
Website components and UI library
Composition and templates library
Design system in use
Today, even as a lean team, the system allows us to run multiple campaigns and marketing initiatives simultaneously. What makes it truly effective is its flexibility. It gives every contributor room to bring their own creative direction and design curiosity, while maintaining the brand cohesion that keeps both Unbounce and Insightly's audiences engaged and connected.
Thank you to the rest of the mighty team that worked on this project:
Ana Nieto - Interactive Lead Designer
Jorge Puebla - Visual Lead Designer
Want to learn more about Unbounce and Insightly unification project? Here is the link!
