Building a scalable marketing design system for Unbounce
I led the creation of Unbounce’s first marketing design system, enabling consistent, scalable, and brand-aligned web experiences across teams. The system later evolved during Unbounce’s rebrand following the Insightly merge.
Lead Interactive Designer | 2022-2025 | UnbounceWhen I joined Unbounce in 2022, there was no centralized design system for marketing. Web pages, campaigns, and visual assets were created independently, making consistency and scalability difficult as the team grew.
I led the creation of Unbounce’s first marketing-focused design system, built specifically to support web, campaign, and brand needs. This was a separate system from the product design system.
My responsibilities included:
Defining the system’s structure and guiding principles
Designing reusable UI components for the marketing website
Creating brand-aligned assets, including icons, logos, and compositions
Establishing documentation and usage guidelines
Partnering closely with developers and marketing stakeholders
Our Process
Discover
Audited existing marketing pages, components, and visual patterns to identify inconsistencies, duplication, and opportunities for reuse.
Define
Established core principles and boundaries for the system, clarifying what belonged to marketing versus product design.
Design
Built modular UI components and visual assets in Figma, balancing brand expression with flexibility and performance needs.
Delivery
Documented usage guidelines and collaborated with developers to ensure smooth implementation and long-term adoption.
This was not a traditional product design system. It was a marketing-first system designed to support brand storytelling, conversion-focused pages, and fast iteration across teams.
Core components
Buttons, forms, navigation, cards, pricing tables, testimonials, etc.
Logo & variants, iconography, graphic compositions, shapes & patterns
Brand & visual assets
Examples of system in-use
In 2024-2025, Unbounce underwent a rebrand following the merge with Insightly. The existing marketing design system became the foundation for this transition.
Impact:
Reduced design inconsistencies across marketing pages
Faster page creation for campaigns
Easier collaboration between design and dev
Stronger brand cohesion across touchpoints
