The Virgin Media O2 Design System was architected from day one to support Virgin Media, Virgin Media O2 and O2 within a single scalable framework. Rather than building brand-specific component libraries, I led a tokenised approach separating structure from style, enabling one reusable system to flex across brands without duplication or rebuild.
We aligned design and engineering through a connected ecosystem across Figma, Storybook and Zeroheight, embedding governance and shared logic to ensure parity between design and code.

Beyond tooling, I drove adoption through migration, onboarding frameworks and cross-team engagement, embedding component-first thinking at scale.

The multi-brand architecture delivered 30–40% reduction in design duplication, 25–35% faster design-to-dev handoff, 50%+ increase in component reuse, and seamless brand transitions without structural redesign — shifting the organisation from brand-specific UI execution to unified, scalable infrastructure.