Busuu
Evolving Busuu’s brand design system to seamlessly scale across 15 languages, adapting to both brand growth and dynamic product needs.
Creative Direction
Campaign
Digital
OOH artwork spotlighting Busuu's human-first value proposition as part of a brand awareness campaign.
About the project
Busuu’s growing marketing team and evolving strategy demanded a more robust and scalable design system. A complete revamp of the Figma toolkit was undertaken to meet these needs, focusing on overhauling product visualisations to handle the complexities of localising artwork across 15 interface languages and their sub-variables. Additionally, a refreshed set of brand illustrations was developed to seamlessly serve both product and brand use cases.
Since its transformation, the revamped design system has significantly boosted efficiency, enabling the production of hundreds more assets each month to fuel top-of-funnel performance marketing efforts. The system continues to evolve, supporting flexible growth and streamlining development as Busuu scales.
Extensive brand guidelines created to define visual communication for each channel and provide in-depth components and variants for brand and product needs.
Illustrations and brand assets in use for product applications; leading a collaborative effort between product and brand design.
A complex variable component set built in Figma composed of over 1000 UI's. Enabling the design teams to seamlessly create artwork in all available languages, in a number of formats and applications.
Customer marketing and promotional emails created with learning opportunities to engage and convert more effectively.
