AllSaints
Design System
a family membership club
A rapidly growing family-focused membership club was preparing for national and international expansion, with multiple clubs operating across separate URLs and visual identities. Alongside a parallel brand refinement led by a branding agency, the digital experience needed to unify these clubs under a single domain while preserving distinct identities within a cohesive brand ecosystem.
Brief
To elevate the existing UX/UI and apply the updated brand direction across all membership clubs. Consolidate multiple websites into a single scalable platform, define a clear sitemap, and establish a Design System that supports rapid expansion while maintaining consistency across shared journeys, such as membership sign-up and bookings.
To protect client confidentiality, all brand identifiers have been anonymised.
Approach
Gathered requirements through face-to-face workshops with diverse voices across the business. I worked closely with the design team to better understand the brand’s background, their inspiration, and ambitions for how the website should feel.
Ran alignment sessions with the lead developer to build a clear, pragmatic understanding of business goals, technical constraints, and platform requirements, ensuring design intent and engineering reality stayed closely aligned from the outset.
Shaped a robust design brief and translated it into structured AI prompts, leveraging Relume to accelerate sitemap creation, content definition, and rapid wireframing, allowing the team to explore and validate ideas early.
Designed a token-based, multi-brand Design System in Figma with shared typography and UI foundations, while semantic colour tokens allowed each house to express its unique brand identity.
Worked in close partnership with engineering to ensure the sitemap, wireframes, and token structure fitted naturally into development workflows, enabling efficient handover, parallel delivery, and confident scaling.
why a token-based design system?
We built a flexible, multi-brand design system from the ground up using Figma’s token-based architecture, creating a single source of truth for efficient brand theming and rapid visual updates. Using Figma’s variables, we defined primitives for shared colour and typographic properties. Typography, spacing, and sizing remain consistent across all clubs, while colour application varies through semantic mappings, allowing each club to express its unique visual identity within a shared foundation.
outcome
The project delivered a scalable, token-based Design System, establishing a robust foundation for future clubs and international expansion. Leveraging AI accelerated discovery, prototyping, and stakeholder alignment, enabling the team to move quickly without compromising clarity or quality.
This project reinforced the importance of pairing strong system thinking with close human collaboration, balancing long-term scalability with the practical realities of day-to-day delivery.
