Andrew Couldwell

Andrew Couldwell

Product Designer in Los Angeles, California


Web & product designer and design system specialist. Twin Dad. Husband.



I wrote a book about design systems! It covers what design systems are and why they're valuable, how to get stakeholder buy-in, a simple model, and two very different approaches to creating a design system. What's unique about this book is its focus on the importance of brand in design systems and creating documentation. It's a comprehensive, practical guide that's simple to follow and easy on the eye. Expertly edited by Meagan Fisher Couldwell.

Work Experience

2021 — Now
Los Angeles, CA

Since 2021, I've worked two long-term freelance contracts with a bitcoin startup in NYC and a leading fast food chain in the US. In these roles, I led, established, designed, and documented design systems, digital brand guidelines, and reimagined product suites — from customer-facing websites and apps to complex back-of-house operational products. These roles involved partnering with leadership, teams of engineers, and also mentoring the company's in-house designers on design systems, product design, and Figma.

2018 — 2021
Los Angeles, CA

As a designer who codes, I took on a wide range of web design, development, product design, brand, and creative direction projects for clients predominantly in the fashion, sports, art, tech, and gaming industries.

2016 — 2018
New York, NY

I led a foundation initiative establishing digital brand design guidelines, design systems, and documentation. I also creatively directed and mentored a team of digital designers on responsive web design, product design, user experience, and best practices for working with engineers.

2014 — 2016
New York, NY

I led the design of a new product for Adobe at Behance in NYC. As the solo designer, I worked on all product and web design, design system, concepts, prototypes, marketing, and brand — partnering with a large team of engineers.

2006 — 2014
England, UK

I worked on a wide range of projects, from web design and development to app design. I worked on projects for Red Bull, LIVESTRONG, Google, Harvey Nichols, M&S, AKQA, Vodafone, The North Face, Surfers Against Sewage, and more.

2013 — 2014
London, UK

I was a designer on a small team at a fast-paced startup in London. Partnering directly with leadership, I worked on a wide range of projects from web design and product design to emails and marketing. In 2013, we created the world's first charity fundraising social platform. In 2014, we refocused and created a suite of customisable and white label fundraising tools exclusively for charities, including public responsive web pages and a comprehensive charity-facing dashboard product.

2010 — 2011
Digital Designer at JESS3

I worked on projects and ideas for interactive social media campaigns and websites to interactive kiosks at events for Nike, MTV, NASA, Twitter, Facebook, Samsung, foursquare, Myspace, American Express, the USGA, Discovery Channel, Intel, Microsoft, and more.

2004 — 2010
Web Developer and Designer at Various Agencies
England, UK

Side Projects


Club of the Waves is a labour of love I founded back in 2006 and rebooted in 2018. It's an award-winning, international showcase of artists and photographers whose work focusses on surfing and surf culture. As well as the design and build of the website, I curate all art and photography and write features on surf culture.