Global Design System · Creator and lead · 2025 to present
Build once. Ship every brand.
The design system I created for Core Studio, MoveUp Media's site platform: one source of tokens and blocks shared by sixteen sites, each with its own brand.
- sites on one system
- 16
- design tokens
- 161
- section blocks
- 51
- brand themes in Figma
- 7
Overview
I created and lead the Global Design System, the token system behind Core Studio, the platform MoveUp Media runs its sites on. The rule is simple: every site reuses the same blocks, and only the brand changes. One Figma collection of 161 tokens defines seven media brands, from The Playoffs to the dark theme of Prensa Futbol, and the same foundation now carries Affily.bet and a casino template that powers eight casino sites, each with its own identity.
Opportunities
Reuse across brands
How might we let the same blocks power many sites with different brands, without rebuilding each one from scratch?
Light and dark
How might we make one component work in opposite themes from a single source, instead of keeping separate design files?
Responsive by default
How might we make every block behave from desktop to mobile, so no team has to solve responsiveness page by page?
New brands, fast
How might we launch a new brand as new values on an existing system, not as a new design?
Coherence at scale
How might we keep sixteen sites coherent while each one keeps its own identity?
Approach
- 01
The brand lives in tokens
I moved every brand decision (colour, type, radius, spacing, buttons) into one Figma collection of 161 variables, with one mode per brand. Blocks read those tokens and never hard-code a value, so a new brand is a new set of values, not a new design.
- 02
One block, any theme
Light and dark are just another set of values. The Odds Comparison Table is the same component in The Playoffs and in the dark theme of Prensa Futbol, with nothing redrawn.
- 03
Responsive by contract
Each block defines how it behaves from desktop to mobile, so responsiveness is solved once in the block instead of page by page.
- 04
A library, not pages
Sites are assembled from 51 section blocks grouped in six families, so a new page is a composition of blocks that already work in every brand.
- 05
Toffee Web as the proof
Toffee Web is where the system shows itself end to end: the tokens, the blocks and the layouts working together the way they were designed to.
Impact & Outcomes
- Sixteen sites run on one system: seven media brands, Affily.bet and a casino template behind eight casino sites.
- A new brand is a new set of token values, not a new design.
- Light and dark, desktop and mobile are solved once, inside each block, instead of site by site.
Next case · Lebi
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