League / Powered by League
Empowering marketing and creative teams with creative standardization to deliver exceptional member engagement experiences efficiently and infinitely, setting the stage for long-term success and client satisfaction.
Client
Type
Year
Challenge
League’s first Powered by League customer brought its own brand, illustration style, and ongoing email needs. My team was producing new layouts, imagery, and creative on an almost weekly basis—and this was before the platform had begun adding more customers.
The existing model could not scale. Every new client risked creating another stream of custom production work, with the brand team becoming the bottleneck.
Solution
I led the creation of two connected, themeable systems: a modular illustration library and a component-based email design system.
The illustration system used recombinable people, objects, scenes, and backgrounds, supported by a deliberately constrained colour framework. Assets could be adapted to different client brands without rebuilding the visual language each time.
The email system applied the same logic to customer communications. Standardized templates and components contained enough flexibility to support different content and brands while maintaining quality and consistency. Once I established and reviewed a customer’s theme, non-design marketing partners could create communications independently, with my team providing consultation and quality assurance rather than producing every asset.
Result
Customer onboarding that had previously taken weeks—or sometimes months—could be completed in days and, in some cases, hours. Net-new email designs that once required a week of back-and-forth could be created within hours.
The systems also changed how the brand team operated. Instead of repeatedly responding to one-off production briefs, we created and governed a platform that gave other teams greater autonomy while allowing the creative function to focus on higher-value work.
