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DIRECTION &
DESIGN
Style guides 2025
Brief: To solve the design systems within our studio for our three digital channels: E-coms first, CRM and paid.
Role
Direction
Client
Ocado
Year
2025
The probelm
In 2025, we migrated to a new platform called OSP. Before that, we were on a platfrom called Ocean, and the design system worked in a function
called windows.
It worked against the grid, not with the grid.
The team worked with product to improve the new system.
We Reduced block colour, introduced a tint language and made the negative space
do it's job!
I set up a number of design sprints with the senior team members for a quick solve.
We came up with the curve being
used as part of the new system.
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