Crafting a Design System for sales enablement
THE INTENT: CREATE AN ELEVATED DESIGN SYSTEM FOR CAPITAL ONE SOFTWARE | ROLE: ASSOCIATE CREATIVE DIRECTOR
Launched in 2022, Capital One Software is constantly evolving—while on this journey, we set out to build a distinctive design system that compliments product features yet offers flexibility for quick-turn creative builds. My role included leading, researching, defining, and creating a design asset suite. With these assets, the vision was to push for cohesiveness while aligning with the Capital One master brand.
Character Illustrations by Shirley Su
Drawing inspiration from Bauhaus Design Principles, which prioritize clean lines, and simple,
utilitarian shapes with minimal decoration—discovering brilliance in simplicity became the new standard.
Software Design System
When developing this design system, I first needed to define the parts and pieces of a harmonious design language that can easily integrate with existing collateral. Next, we explored design treatments while working closely with a freelance illustrator, Shirley Su, on a custom character set. Shirley’s talent and commitment were incredible throughout this process. Finally, with our initial MVP, we rolled out this new system and utilized assets with new marketing initiatives. Like any design system, it’s never fully complete—we are currently evaluating the successes and failures to onboard new designers in early 2024.
