AppSumo Brand System
CLIENT
AppSumo
INDUSTRY
Technology / SaaS
YEAR
2024
The AppSumo team asked me to define the Dorado design system from the ground up, establishing the foundational component library, design tokens, and documentation standards that enabled 200+ startups to build consistent brand experiences. The system reduced design-to-development inefficiencies and became the design foundation for AppSumo's product and partner ecosystems.
(02)
Challenge
Years of fast growth left AppSumo's brand scattered across 600+ touchpoints with no unified system. The real challenge? Our design system needed to serve people with completely different needs and skill levels. Picture this: a salesperson building a pitch deck, an affiliate marketer downloading logos, product designers shipping features, and our marketing team launching campaigns—all needing to use the same brand system, regardless of their design experience.
(04)
Results.
Working with the creative director and lead product designer, I co-created Dorado, AppSumo's foundational design system that transformed how teams shipped work. The system enabled independent creation across product and marketing, reducing campaign timelines from weeks to days.
The foundation we built delivered impact:
Scaled beyond AppSumo to 200+ partner companies
Eliminated brand inconsistencies between teams
Enabled teams to work independently without design bottlenecks
AppSumo Brand System
CLIENT
AppSumo
INDUSTRY
Technology / SaaS
YEAR
2024
The AppSumo team asked me to define the Dorado design system from the ground up, establishing the foundational component library, design tokens, and documentation standards that enabled 200+ startups to build consistent brand experiences. The system reduced design-to-development inefficiencies and became the design foundation for AppSumo's product and partner ecosystems.
(02)
Challenge
Years of fast growth left AppSumo's brand scattered across 600+ touchpoints with no unified system. The real challenge? Our design system needed to serve people with completely different needs and skill levels. Picture this: a salesperson building a pitch deck, an affiliate marketer downloading logos, product designers shipping features, and our marketing team launching campaigns—all needing to use the same brand system, regardless of their design experience.