Sobeys CRM (Empire)

What is a Design System?

A design system is a living breathing brand guideline that is developed in tandem with a dev team. It is used to create efficiencies and reduce errors from creative conception to final deployment in email, SMS, and even web pages. It is designed to be flexible, reduce human error, and greatly reduce production timelines to increase efficiency of communications.

This body of work, this massive Design System developed for Sobeys and all of Empire, has evolved across brands updates and creative platforms over the four years it's been in my hands. It is my longest running and most involved body of work. I take immense pride it in, and in the foundational level at which this has changed how Empire approaches digital communication.

While this kind of work may not be the "sexiest" portfolio work I could include, I believe it shows deeply who I am as a creative--someone who strives for long term excellence and adaptability; who believes that a foundation will set you up for success for years; and that sometimes the best creative is a solution that gives you back time to be creative where it actually matters.