Step one
Audit
Mapped the full library to uncover duplication, gaps and inconsistent naming.
Case study
O2 / Virgin Media design system
Leading the transformation of a fragmented library into a scalable design system shared across O2, Virgin Media and VMO2.
Role
Central design system lead
01 The problem
A system that had outgrown its structure
Stepping into the role meant taking on a central library of 147 components, with more being created locally. Components, patterns and larger structures were all treated alike, making the system harder to navigate, govern and scale across three brands.
02 The approach
Bringing order to the complexity
Step two
Rationalise
Separated components, structures and patterns to remove overlap and clarify ownership.
Step three
Rebuild
Created a brand-agnostic core that adapts across three brands through tokens.
Step four
Document
Translated design decisions into clear, accessible guidance and AI-ready implementation specifications.
03 The outcome
One system built to scale across three brands
The work created a shared foundation for O2, Virgin Media and VMO2, giving teams a clearer way to design, build and govern digital experiences. Less duplication and stronger system boundaries make it easier to move faster without losing what makes each brand distinct.
Around 40 core components
A focused set of reusable foundations for consistent product delivery.
Clear system layers
Defined boundaries connect core components, larger structures and brand-specific patterns.
Three brands, one architecture
Shared foundations adapt through tokens while preserving each brand’s expression.
See the system in action
Switch between Virgin Media and O2 to see how the same core components adapt across brands.
Core component
Button
Core component
Anchor
Core component
Breadcrumbs
Core component
Filter Chip
Core component
Countdown
Core component
Status Banner
Core component
Selectable Card
Core component
Pagination Controls
£30
Label
£700
Core component
Stepper