Dorado design system

AppSumo had neither a design system or clear brand guidelines. Over the years,
the site and brand became a mash of varying patterns, colors, and ideas. The goal was to both build a design system and create a brand refresh. We called the system “Dorado,” which is Spanish for “golden,” our main brand color.

Company: AppSumo

Role: Lead Product Designer

Partners: Founder, Engineering, Marketing, Content

Acceptance criteria

• Follow W3C AA guidelines
• Define new branding standards, including colors, logos, illustrations, graphics, typography
• Design new components from scratch
• Create easy-to-use library in Figma
• Build Nuxt components

Design

I partnered with our marketing designers and content team for a brand refresh. What is our voice? How many logo color variations do we allow? How do we build a system around all our divisions?

Libraries

I created three libraries. This allowed all creators, including email designers or social media coordinators to build their own headers and backgrounds.

• Logos/branding
• Ilustrations and graphics
• Design system components