Overview
League
Design Systems
/
Illustration
/
Email Design
2024
As League expanded its healthcare platform to new customers, each brought unique branding, illustration, and communication needs. What began as weekly bespoke creative for a single customer would quickly become unsustainable as the platform grew.
We needed a way to accommodate distinct brand identities without continually starting from scratch.
I designed a modular illustration library and led the development of a themeable email design system, creating a shared visual foundation that could adapt to different customer brands.
The illustration library combined interchangeable characters, objects, and environments with a flexible colour framework, allowing new compositions to be created and recoloured without rebuilding assets.
The email toolkit followed the same principles, using reusable components and templates to maintain quality and consistency while accommodating different brands and content needs. Once a customer's visual theme was established, marketing teams could independently produce communications, with Brand Design providing guidance and quality assurance.
Comparable work that previously required 60+ hours over months could now be completed in under 20 hours over weeks.
Beyond the efficiency gains, these systems transformed how the team worked—replacing repetitive production with a scalable creative foundation that empowered other teams while preserving design quality and flexibility.
