Figma
UI Library
Components
Patterns
Documentation
Storybook
Component documentation
Builder.io
CMS
Components
Templates
Pages
Events & Awards brands
Marketing brands
Role
From co-creating the original POC in 2019 to leading its third major iteration today, I have spent over six years architecting the digital foundation for the world’s most prestigious marketing and intelligence brands.
This system is proof, that a DS is more than a deliverable; it’s an organic, living system. Over time, I've ensured we stay agile and relevant and progressively improved delivery, efficiency, and experience process and quality.
Version I - 2019
Meet Horizon. The original design system, created prove that a shared architecture could support a portfolio of fintech and creativity events and awards programmes that LIONS parent company Ascential owned
Working with a small skunkworks team of 3, we rapidly went from concept - POC in less than 10 weeks. We quickly worked across the brands to create a token mapping pattern, and identified 10 core components that were required for the most basic brochure site.
Organisation of the Atomic system
POC sites for Cannes Lions and Money 20/20 brands
The original Design System POC, know as horizon. Co-created alongside Neal Matthews.
Version II - 2022
Years later, I helped LIONS to help with the next iteration, focusing this time on the LIONS suite of event brands and crafting a more considered approach for the prestigious brands.
The second iteration focused on creating a more considered and refined system, designed to reflect the quality expected of the brands.
Organisation of the Atomic system
POC sites for Cannes Lions and Money 20/20 brands
Version III - 2025
The latest version dubbed LIONS One, has been developed to cater for the growing suite of subscription sites and services.
the most advanced and detailed of the all the set-ups.
Figma file config, each component utilises variables to enable flexibility and ease of use.
Typography styling
Icon design
Guided by the view that the app should feel like a crafted, physical remote
Taking brand config even further using styles
Global NavBar component / Utility options
Text input bar documentation
LIONS Custom Lightbox
LIONS Design System internal documentation
Component documentation listing page
Results
Over six years, I have steered the system through three major generations, adapting to new technologies, brand acquisitions, and shifting user needs.
What started as a small experiment now powers 10+ global brands across both Events and Subscriptions divisions.
There have been a number of internal changes and an acquisition of Ascential by Informa, the design system still lives on while surronding tech has been decommisioned.
Head of Platform
Kerry Tse
