DTC retail / design systems
Design systems for fast-growing brands.
Design systems and end-to-end consumer experience for one of the fastest-growing DTC activewear brands in the world.
The problem
Fast-growing DTC brands face a specific design problem: the product team needs to launch new collections, campaigns, and seasonal experiences quickly, but without a design system, every launch becomes a bespoke effort. Components get recreated. Brand consistency slips. Engineering spends time rebuilding instead of shipping.
What we built
Design System
Component library with tokens for color, typography, spacing, and elevation. Built to match production code exactly.
Consumer Experience
Product pages, collection browsing, membership flows, and checkout optimization.
Campaign Templates
Reusable templates that let the marketing team launch seasonal campaigns without engineering involvement for each one.
Cross-Platform Consistency
Shared design language across web and mobile. Same tokens, same components, same experience.
The approach
We built a scalable design system and consumer experience layer for Fabletics. This included a comprehensive component library, token architecture, and documentation — and worked alongside their internal teams to implement it across web and mobile surfaces.
The design system enabled Fabletics' product team to ship new features and campaigns faster while maintaining the visual consistency their brand required at scale.
The outcome
The design system became Fabletics' shared source of truth across their product and engineering teams. New features and campaigns ship faster. Brand consistency is maintained across platforms without manual policing.
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