Design System

Unified design system for a fragmented media ecosystem

Client

Red Bull

Agency

W12 Studios

Role

Creative Lead

Year

2016

Type

Product Design

Sport, culture, music, adventure — Red Bull was everywhere, and looked a little different everywhere it went. As Creative Technologist at W12 Studios, I designed and protoyped a new design language and unified system that brought order to a sprawling ecosystem of microsites and platforms, flexible enough to run across 64 variations of the .com experience.

Objective

To give Red Bull's fragmented digital presence one coherent voice — without taking away the flexibility different markets depend on.

Challenge

A brand spanning that many worlds had ended up with a media landscape to match: scattered properties, each speaking its own design language.

Solution

We built the answer on an atomic design philosophy — modular components that could recombine across platforms, and had to hold up across 64 variations of the .com experience in multiple languages.

Execution

The system was made to flex: modular cards and structures that assembled in different ways for different content needs, while keeping the brand unmistakably itself throughout.

Impact

The result brought consistency to Red Bull's digital presence across every property — coherent where it needed to be, local where it had to be.

Capabilities

• Design System
• Atomic Design
• Web Development

Live project: https://www.redbull.com