GLOBAL DESIGN SYSTEM & CX
A design system that took a pet retailer’s new brand to millions of members, with 80% of communications fully automated.
As Design Lead at Havas CX Helia, I led a team of 12 designers on a national pet retailer’s account. I shaped the briefs, signed off the work, and directed the design of its new brand across loyalty emails and direct mail. We then turned it into a design system in Figma and Salesforce, and I oversaw it from start to finish. I worked with developers to get it into Salesforce, and led training so the client’s team could use it with confidence.
PROBLEM
A nationwide rebrand had to show up correctly for millions of loyalty members, in automated messages the team couldn’t always check by hand.
SOLUTION
A reusable design system with building blocks that keep the brand right, room for custom work when it’s needed, and a setup the client’s team could run on their own.
BEHIND THE WORK
Challenges & Wins
The loyalty program was the hardest part to get right. Its messages are triggered by customer data and sent automatically, with versions for dogs, cats and other pets, so there was no checking every one by hand. We also worked with a branding agency to carry the new look into emails and direct mail.
With our UX lead, we mapped the key customer journeys to find where templates would help most. We built reusable pieces with room to go custom, balancing consistency with creativity. I worked out how the pieces fit together, worked with developers on the Salesforce build, and ran the client training.
The result: 80% of communications now run fully automated. The client’s team owns their brand day to day without needing agency sign-off on every send, and the new brand shows up correctly at every touchpoint.
