Work
At the Regional Office of Sustainable Tourism (ROOST), I manage the design systems for over seven distinct destination marketing brands—each with its own visual identity, voice, and evolving needs. Successfully juggling this level of brand diversity demands a deeply organized and scalable approach to design system architecture. Figma has become an essential tool in making that scalability not only possible, but efficient and sustainable.
As part of our ongoing initiative, we are rolling out a refreshed brand management and design infrastructure across all regions we support—including ROOST’s own internal brand. Central to this initiative is a shared Figma library that I built from the ground up. This robust system includes nested component structures, clearly defined typography and color tokens, interactive states, and usage documentation that ensures consistency while allowing flexibility.
The master design file serves as the single source of truth for each brand’s visual language. It allows us to streamline updates: global changes to typography, buttons, or brand colors can be made once and automatically cascade across all linked files, whether for web, email, presentations, or print. This not only drastically reduces redundant work, but also ensures accuracy and visual consistency at scale—key for maintaining brand integrity across touchpoints. The result is a living system that supports cross-functional collaboration, speeds up design-to-development handoff, and scales seamlessly as each brand continues to evolve.
The redesign of the ROOST website is currently underway, guided by a robust design system intentionally built to support a single brand at scale. Rather than designing in isolation, every element of the new site—from typography and buttons to navigation and layouts—is grounded in a shared visual language maintained within Figma.
This centralized system allows for consistency, clarity, and adaptability throughout the entire web design process. Components and styles are not just reused—they’re refined and scaled to meet the specific needs of the site, ensuring that the user experience feels cohesive from page to page, no matter how complex the content becomes.
In tandem with this system-driven approach, we’ve embraced a modular design philosophy. Not a single page layout is static—each is composed of flexible building blocks that give the ROOST content team endless opportunities to craft and adjust pages based on evolving needs. This empowers the team to present content in ways that are clear, engaging, and always on-brand.
By working within this flexible framework, we’re able to move faster, maintain alignment with ROOST’s brand identity, and lay the groundwork for future expansion. As the organization grows or shifts focus, the site can evolve with it—supported by a design system built to scale intentionally, not reactively.
Email remains one of ROOST’s most active and high-visibility communication tools—whether through general newsletters sent to marketing partners, one-off organizational updates, or B2B regional communications representing our various destination marketing brands. To maintain consistency and efficiency across this variety of formats and audiences, we’ve extended our design system to support email design and development.
Using the same Figma-based foundation that guides our web and brand work, I’ve created a modular email design library that aligns with ROOST’s core brand while allowing for easy adaptation across our destination-specific brands. This includes predefined headers, CTAs, image blocks, and text modules that can be assembled to fit any message—whether a quick update or a more in-depth newsletter.
This system-driven approach not only speeds up production and minimizes design drift but also ensures that every email—regardless of sender, region, or message—feels like part of a cohesive whole. For our B2B communications, this flexibility is key: each region maintains its own identity while still aligning with the broader ROOST brand architecture. It’s an evolving framework that supports both consistency and autonomy—delivering professional, polished emails at scale.
