Building a unified digital design system that enables rapid feature development and consistency at scale.

The Backstage Design System reset the visual language of a previously disparate digital ecosystem. The result was a culmination of deep collaboration with editorial, engineering, and many others across the organization to create, document, and implement a design system that scales to meet the needs of the business today and for years to come. Leading from the concept's inception, I shaped its direction and execution through hands-on design, oversaw the implementation, and coached a group of product and content designers in the principles of constructing a design system.

The Backstage Design System reset the visual language of a previously disparate digital ecosystem. The result was a culmination of deep collaboration with editorial, engineering, and many others across the organization to create, document, and implement a design system that scales to meet the needs of the business today and for years to come. Leading from the concept's inception, I shaped its direction and execution through hands-on design, oversaw the implementation, and coached a group of product and content designers in the principles of constructing a design system.

Client
Vogue Runway
Project
Backstage Design System (2023)
Role
Senior Design Lead
Categories
Media, Fashion, Design System, App
Role
Creative Director
Senior Design Lead
Senior Design Lead
Team
Categories
Categories
Daouda Leonard, Aaron Murray
Media, Fashion, Design System, App
Media, Fashion, Design System, App

CREDITS

Daniel Baldwin, Sarah Chekfa, Sammie Spector, Tonka Morris, Maleana Davis, Vikram Chowdary Parimi, Shweta Kumari, Jitendra Jaiswal, Charu Agrawal, Mohnish Chittoory, Prathamesh Birajdar, Nicole Phelps, Laird Borrelli-Persson, Jose Criales Unzueta, Irene Kim, Michelle Cho

Daniel Baldwin

Daniel Baldwin

Daniel Baldwin

Location

Seattle, Washington

Elsewhere

Instagram

@danielbaldwin

@danielbaldwin

@danielbaldwin

Elsewhere

LinkedIn, Pinterest

LinkedIn, Pinterest

LinkedIn, Pinterest