From Finite to Infinite: How Design Language Systems Fuel Business Growth
Design language systems turn creative brand language into operational efficiency
By Alex D’Agostino, Anthony Nguyen and Sean Rhodes
Language in its traditional form is thought to be a unique human ability. It’s an invention that consists of tens of thousands of signs that permit an almost limitless production of information for communication. This limitlessness has been described as making infinite use of finite means, to use a much-cited idea from Wilhelm von Humboldt. A design language system (DLS) is no different in its ability to make infinite use of finite means.
A DLS works its magic by maximizing finite resources. It establishes a visual language foundation using tokens as equivalents to grammatical parts of speech — essentially the conjunctions, prepositions, adverbs and verbs of design, enabling stories to unfold through a system of visual experiences. In this way, possible actions of an interaction pattern, for example, could be verbs — creating a specific dynamism and action within a sentence or system — and the nuances of motion, color and form, like adverbs.
The influence of a DLS extends beyond customer experiences, impacting internal communication. Like language, it can reshape cultural norms, enhance communication and foster collaboration within organizations.
For larger organizations, like “house of brand” companies (e.g., companies managing a portfolio of diverse brands) these benefits compound, perhaps not dissimilar to the benefit of global languages, creating large incentives to build and expand a DLS.
Crafting dynamic design systems through the power of language
At frog, our philosophy around design systems is rooted in our appreciation of language and linguistics.
- A DLS is dynamic, like any language. It grows and evolves with the organization and is influenced by the creativity of those who engage with it.
- A DLS is meant to be shared. Language is a connection point — design and engineering should be rudimentary in its development and management.
- A DLS is a product of its own. A design system should be managed like a product and mapped out intentionally and strategically.
- A DLS requires training, processes and governance. The art of learning a language is often just as important as the language itself. As such, supporting processes are just as important as tangible assets to its success.
- A DLS reflects the culture it supports. We view culture and language as inextricably connected. Accordingly, culture must be built into the language and vice versa.
Creating a DLS is organizational and language design
We believe thoughtful operations supported by tools, governance and streamlined processes underpin the success of a strong design organization. Building a DLS inevitably affects every aspect of an organization — from product design to engineering to brand. A fragmented user experience impacts stakeholders across organization lines. Creating a shared language across each requires outreach, buy-in, collaboration, contributions, rituals and proof points. All of these elements are essential for the successful launch and ongoing maintenance of an optimal environment that empowers your teams to work efficiently and maintain a high bar for digital excellence.
An integrated approach to design tokens
We craft design libraries using the latest tools and best practices, but we also take it a step further and support end-to-end UI toolkits that enable the conversion of design tokens from Figma into various code formats, including widely used web languages like CSS, iOS, Android and 3D environments. Our token toolchain can be customized to work seamlessly with an organization’s existing DLS or one developed from scratch. When implemented in production, it offers substantial cost savings.
Harmonizing Your ‘House of Brands’
For brands, the task of managing digital touchpoints across diverse channels and geographies can be overwhelming. For a “house of brands,” the challenges are compounded by volume and scale. Each brand may have distinct visual identities and messaging. For the sake of this article, we can consider these dialects. Each dialect has diverging needs of expression that cause divergence in design and language. While differences can and should be celebrated, it’s essential for companies to show up with a level of consistency and quality to ensure the best experience for their customers.
Design language systems significantly impact organizations, but their true potential shines when used by global and multi-brand companies on a large scale. A DLS offers a common language base that can be scaled across their portfolio of brands permitting each brand to maintain a consistent identity while allowing room for individual brand personalities and dialects to come through—making infinite use of finite means.
This common foundation of creativity and communication extends throughout the organization and beyond:
- For the business, it increases the return on investment (ROI) (e.g., reduces redundant activities, saves costs by increasing alignment across teams, increases productivity, etc.) and value of design.
- For employees, it improves the employee experience, retaining knowledge and talent.
- For customers, it ensures a consistent and quality brand experience across touchpoints.
Implementing a DLS across a house of brands yields operational efficiencies that not only boost profitability but also enables organizations to allocate resources to strategic initiatives, fostering growth across their brand portfolio.
Specifically, a DLS delivers its most tangible and measurable ROI through procurement cost savings. It significantly reduces annual expenses related to design production (e.g., UI components, custom pages and flows, information architecture) and engineering (e.g., coding, front-end development, testing and QA), freeing up valuable resources and time for investments in creative development, customer experience innovation, new product development and market activation. For a house of brands, this can translate into millions in savings, making it an easy decision for organizations looking to tighten their belts and improve operational efficiency.
DLS as a strategic asset for organizations
Languages have long been instruments for growth. At frog, our internal launch of a DLS we call ‘Project Metachrosis’ has allowed our global studio team to come together, align on tools, prototype faster and evolve our practice. For “house of brands” companies, design systems offer a scalable solution to manage diverse brands cohesively, leading to amplified cost savings and operational efficiencies. The reinvestment opportunities presented by design systems enable businesses to enrich their marketing, creative and innovation efforts, ultimately driving growth and differentiation in the market.
As business leaders prioritize their strategies, implementing design language systems becomes a crucial investment. These systems enable the efficient utilization of resources to enhance customer loyalty in a competitive environment. Importantly, a DLS brings a dual advantage of cost savings and the ability to drive creativity and growth, making it a strategic asset for organizations looking to thrive in a competitive environment.
Is your organization ready to develop a design language system? Learn how frog is helping clients maximize finite resources.
Alex D’Agostino, Associate Strategy Director, frog San Francisco
Alex’s love of creative problem-solving is rooted in her desire to make things better and make better things. Alex has honed her strategy and consulting craft by challenging the status quo and leading with radical empathy. She’s a pragmatic creative, a generative yet logic-driven thinker who loves to marry quantitative analysis with sharp and insightful human-centered insights.
At frog, Alex has worked with clients across industries, including financial services, retail, consumer products, travel, hospitality, health and wellness. Prior to frog, Alex was a product manager for a major online travel agency where she focused on personalization and recommendations. She started her career designing curriculums and classroom experiences as an English teacher.
Anthony Nguyen, Design Director, frog San Francisco
Anthony leads the product and design system teams at frog and has experience working on startup ventures to consumer apps to complex industries (such as finance, infrastructure, auto and healthcare). His close collaboration with clients and teammates sets him apart as leader, providing both expertise on strategy and hands-on execution. During his free time, he tinkers with home automation and interior spaces, mentors students interested in design and runs his own online rare plant shop.
Sean Rhodes, Executive Creative Director, frog New York
Sean identifies, shapes and scales high growth opportunities at the intersections of media, financial services, retail, mobility and the future of work. He leads teams, in partnership with frog clients, to build businesses on the frontiers of web3, blockchain, passion economy, platforms, marketplaces and the metaverse.
