GE needed a versatile, lightweight, and framework-agnostic design system to unify branded experiences across all touchpoints—from email campaigns to full web applications. Leading the CORE Design System, I defined a cohesive brand expression reflecting GE’s principles: Bold, Simple, Focused, and Personal. Collaborating with a cross-functional team, we created a flexible system that could adapt to diverse use cases while maintaining brand consistency.
GE lacked a flexible and scalable design framework that addressed the full suite of brand touchpoints—from internal communications to external web products. The absence of a lightweight, adaptable system led to inconsistencies, inefficiencies, and missed opportunities for creative brand expression. The challenge was to build a unified, extensible design system that upheld GE’s identity while being approachable and easy to adopt across teams.
FACING THE CHALLENGE:
GE lacked a unified design system, which led to fragmented experiences and inefficiencies. I was tasked with building a scalable, framework-agnostic system. This was my first time creating a full design system, so I quickly mastered new skills while uniting design and engineering under one cohesive standard.
Collaborative Foundations: Led workshops and stakeholder sessions to identify use-case scenarios, stress-test components, and refine patterns for clarity and flexibility.
Design System Architecture: Built the initial Sketch framework and trained team members on its use. Distributed assets through an accessible web portal and GitHub to streamline adoption across the organization
Community-Driven Development: Established a portal for designers and developers to suggest improvements, share use cases, and contribute to the system’s evolution. This fostered engagement and ensured CORE stayed relevant to the organization’s needs.
The CORE Design System now underpins GE’s brand experience, enabling teams to maintain identity and streamline workflows across applications. Its framework-agnostic design has facilitated adoption beyond the original scope, proving its flexibility. With a community-driven structure and engaging documentation, CORE continues to evolve as a living toolkit that empowers designers and developers across the company.
