A composable Digital Experience Platform built for Kraft Heinz. A shared design system and engineering foundation that lets teams launch new experiences through themes, tokens and reusable building blocks instead of redesigning from scratch.
Kraft Heinz owns over a hundred brands across many markets. Over time, sites, teams and workflows grew their own way. Different agencies, different systems and different approaches added up to fragmented experiences and duplicated work.
Launching anything new often meant solving the same problems all over again.
The opportunity was the opposite of that: one shared platform, one component library, one foundation, where experiences get assembled, not rebuilt.
A living system lets teams build memorable experiences faster, because the hard problems are already solved.
We started with strategy, not components. I led the work on shaping a system that could carry very different experiences while keeping a shared foundation underneath. With engineering partners, we turned design decisions into system rules.
Color, type, spacing, radius and motion became configurable properties, not one-off choices. Flexible, themeable, scalable by default.
The goal wasn't static components. It was a system that could evolve.
Fig 01 · Foundations + Library
The technical heart of the system. Design tokens at the bottom, typography and atomic primitives in the middle, molecules and components on top, packaged as one library that ships to design and engineering at once.
The Method · From tokens to experiences
Fig 02 · Flexibility
The same underlying system, themed per brand. Tokens carry the personality (color, type, motion, radius) so any product team can re-skin a surface in days, not quarters. The system can host anything we point it at.
Theme Slots In Production · Cited
A token is a contract, not a pixel. Teams ship against the contract, and the system enforces accessibility, consistency and brand fidelity on their behalf.
If a brand can be reduced to tokens, the system can host it. New brand, new market, new product. Same foundation, configured.
We delivered a living design system including shared Figma libraries, reusable components, tokens in code and documented component contracts.
The work also established stronger collaboration between design and engineering teams while creating a scalable foundation that internal teams and external partners could build upon.
Instead of redesigning every experience, teams could configure and scale.
The system only works if everyone building on top of it speaks the same language. I also led the Digital Experience Platform Design Guide, the documentation layer that defines the foundations of all Kraft Heinz's brands new digital experience.
Written primarily for our agency partners, designers and art directors, but useful for anyone creating new experiences with the system. One source of truth: examples, component variations, asset and copy specifications, and a clear read on what the system can (and can't) do.
What to Expect · Inside the guide
Agency partners, designers and art directors shipping new experiences. Anyone outside the core team who needs to build with the system, not against it.
A great system without a guide is tribal knowledge. The guide turns the platform into something dozens of teams can actually pick up and run with on day one.
Outcomes ✦ The Numbers
What the system unlocked for brands, for teams and for the business, once the foundation was in place.
One shared foundation across a global ecosystem.
Built on reusable patterns and components.
A scalable framework for experiences at enterprise scale, first of its kind in the space.
Atomic, token-driven and built for long-term evolution.
The Team
Gratitude to the cross-functional crew who built the foundation. Strategy, design, engineering and the client partners at Kraft Heinz who bet on composability.