During my 1st year at Spotify, I helped their design system team lay the foundation for a new component library for iOS and Android, and standardize their engineering design process.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F215f43a2-1a16-4c9a-a17b-30c65307dee5.jpg?alt=media&token=1aa5c210-fd61-4b37-8e4a-75231936ee3f","id":"215f43a2-1a16-4c9a-a17b-30c65307dee5","width":3200,"height":2400,"filename":"Mock up 2.jpg","type":"image/jpeg","caption":"Spotify's album entity page, where Encore components are used","border":false}]}
```

### My role

In 2019, Spotify [presented](https://www.youtube.com/watch?v=Xww-x7DgiDw&ab_channel=DesignSystemsLondon) a new model to design and code systems to serve more than 45+ platforms that were being created by over ≈2,000 engineers and ≈200 designers.

In 2021, I joined their mobile design system team of 8 as the sole designer, with the responsibility to lay the foundation for a new component library for iOS and Android.

### Framing the problem

Following growing sentiment among consumers using Encore, who wanted and expected more generic pre-built components in new programming languages for iOS and Android, my team was formed to achieve a level of parity with what Encore currently offers for the web.

Spotify serves close to 45 platforms, which resulted in teams creating 22 separate design systems over the past decade. Most of these systems are "local", meaning they predominantly contain ad-hoc components, not reusable by others.

### How we did it

We started by defining and inheriting some principles, for example, relying on the established appearance and role of UI components and patterns, while improving for speed, efficiency, and accessibility.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F938ea219-7547-4724-bc24-e2b4ba915e63.jpg?alt=media&token=2cf14352-2730-4c2c-afc7-6f53771c4c81","id":"938ea219-7547-4724-bc24-e2b4ba915e63","width":3200,"height":2400,"filename":"Test 7.jpg","type":"image/jpeg","caption":"Visual complementing design specs for controls","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2Fc3302612-e419-4973-b582-0f5af581c72c.png?alt=media&token=a345b3a7-0bdf-4971-933f-da9edffd47f4","id":"c3302612-e419-4973-b582-0f5af581c72c","width":3200,"height":2400,"filename":"Test 13.png","type":"image/png","caption":"Visual complementing text style guidelines","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2Fea570e06-f0e5-449b-b1c8-a325d66f2d3d.jpg?alt=media&token=c3e58863-30d8-4530-adf0-53fd3a0d451d","id":"ea570e06-f0e5-449b-b1c8-a325d66f2d3d","width":3200,"height":2400,"filename":"Test 12.jpg","type":"image/jpeg","caption":"Visual complementing accessibility guidelines on controls","border":false}]}
```

We also leaned into Spotify's embed program—where an individual contributor can join another team for two weeks, and up to multiple months—to help us ship faster or learn about our consumers.

We constantly updated consumers on our progress and requested their feedback to minimise the possible misunderstandings that often happen when building generic components that are supposed to be adopted by multiple features.

### The results

Near the end of 2022, we released a new library of selected components for iOS, Android, and Figma. For example, text, icons, colours, basic controls, lists, cards, images, swipe actions, and more.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F8f0005cc-c685-40b6-8f43-0573147feb6b.jpg?alt=media&token=dd7c4719-73dd-4ef7-b3b0-93d7341e154e","id":"8f0005cc-c685-40b6-8f43-0573147feb6b","width":3200,"height":2400,"filename":"Test 5.jpg","type":"image/jpeg","caption":"Visual complementing guidelines on how to style controls to be visible over media content","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F406ca212-beaa-4c70-82b0-4653ec9f2b81.jpg?alt=media&token=1d5dfbcf-181d-4776-96d6-21666419ce13","id":"406ca212-beaa-4c70-82b0-4653ec9f2b81","width":3200,"height":2400,"filename":"Test 6.jpg","type":"image/jpeg","caption":"Visual complementing the styling of controls over extracted colors","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2Ff3cd80f3-5e1c-4fb5-90f2-3f70eb359c99.jpg?alt=media&token=069bdd6f-4fbf-484c-a770-a6eb0920a2b4","id":"f3cd80f3-5e1c-4fb5-90f2-3f70eb359c99","width":3200,"height":2400,"filename":"Test 8.jpg","type":"image/jpeg","caption":"Visual complementing best practices regarding swipe actions","border":false}]}
```

During the year-long production, we collaborated with other teams to make sure they could deprecate their ad-hoc components and migrate to ours once we released our library. Some components required collaborations of 4–6 months.

Two months after the Figma library launch, we saw ≈8000 inserts from more than 12 teams across the company.

I also worked to create a series of Figma files to nudge new designers to align with Spotify's best practices.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F299c5c40-a594-4372-a7ea-a47a136815f0.jpg?alt=media&token=e77a931a-afe9-4280-9eb7-160ff03a70f8","id":"299c5c40-a594-4372-a7ea-a47a136815f0","width":5760,"height":3600,"filename":"Cover 1.jpg","type":"image/jpeg","caption":"Educational Figma gile on cards and rows","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2Fa41560c9-0930-48e5-8f66-c0beda561f53.jpg?alt=media&token=9374ae3d-8276-47d4-ba69-4b215d8615d4","id":"a41560c9-0930-48e5-8f66-c0beda561f53","width":5760,"height":3600,"filename":"Cover 4.jpg","type":"image/jpeg","caption":"Educational Figma file on touch targets","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F1eb9fbf2-4956-42df-b61c-f97994751ede.jpg?alt=media&token=2b011e3c-e69e-4dcb-be0c-bf9ffa1f8328","id":"1eb9fbf2-4956-42df-b61c-f97994751ede","width":5760,"height":3600,"filename":"Cover 3.jpg","type":"image/jpeg","caption":"Educational Figma file on type settings","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2F3c551ec8-5f61-40ce-922d-6a2f73555bb6.jpg?alt=media&token=4d4758d7-c15c-4565-aada-5fa2a809654f","id":"3c551ec8-5f61-40ce-922d-6a2f73555bb6","width":5760,"height":3600,"filename":"Cover 2.jpg","type":"image/jpeg","caption":"Educational Figma gile on slots and subcomponents","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F2E3Js8ewCebttkPJ7ZdL%2Ff9e1a57c-1c98-4384-9db7-e362b9a0236b.jpg?alt=media&token=867c4315-2766-403c-856d-a0eb1bcb1341","id":"f9e1a57c-1c98-4384-9db7-e362b9a0236b","width":5760,"height":3600,"filename":"Cover 5.jpg","type":"image/jpeg","caption":"Educational Figma file on swipe actions","border":false}]}
```

### Adoption

As of early 2023, ≈20 teams have created ≈20,000 instances in Figma using our library, while iOS and Android are reaching a level of adoption that enabled us to start deprecating legacy elements.

I helped Spotify kick-off a new component library

Between the many projects I worked on at Klarna, I am proudest of what my team has done with marketing and transactional emails—a channel usually overlooked but frequently the first entry point for many new users.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F6a19c8d8-7357-4cc1-8165-454e0ca8a81c.jpg?alt=media&token=aef32bd7-0931-49a7-b71a-498aaabfd1bb","id":"6a19c8d8-7357-4cc1-8165-454e0ca8a81c","width":1600,"height":1200,"filename":"4x3_10jpg.jpg","type":"image/jpeg","caption":"Marketing email mockup","border":false}]}
```

### My role

I was the sole designer in a team of 12, working on CRM channels and parts of the Klarna app.

### Framing the problem

[Klarna](https://klarna.com/) is a payment and e-commerce platform with over 90 million active users worldwide, with an abundance of partnered merchants that uniquely positions it against its competitors. It leads the industry by offering flexible payments and shopping services but now aims to provide personalised content to its users through its consumer app.\
\
My team wanted to revisit the primary entry point to the app for many new users: emails. So, we started to identify some of the challenges:

* The visual language wasn't consistent across all markets as Growth Teams used different theming methods.

* The differentiation between educational and marketing visuals was missing. Most assets were very similar and difficult to digest by users.

* The email channel wasn't seen as a product. Typestyles, colours, grids, and other foundation elements varied between send-outs due to Growth Teams’ preferences.

### The opportunities

As of 2021, Klarna's main eMarketing channel remains emails for its high conversion rates, proving over and over its R.O.I. and its informational utility.\
\
With my arrival at Klarna in Aug. 2020, my team saw an opportunity and leaned into building a cohesive company-wide email look and feel. In Dec. 2020 our C.M.O. David Sandström briefed us on the company expectations for a cohesive U.I., a platform for Growth Teams to design, test and export their emails, and multiple Figma templates for marketing designers.\
\
Initially, the core team was composed of Anna-Sara Kapanen (Project Manager), Ola Laurin (Design Lead), and me (Sr. Product Designer). For the V1.5 release, Viktor Ögren joined as Project Manager.

### How we did it

For the planning phase, we audited all email automated user journeys by Growth Teams, and we collected their data and insights while conducting lighting talks to research their main pain points and goals. Afterwards, we drafted a plan for short-term and long-term goals that got us an organisational buy-in from all stakeholders.\
\
In the production phase, we formulated some standards: accessibility, cohesion, and fast performance. It allowed us to create expectations and processes to review our work. Then we focused on two workstreams: producing the new design system (Figma toolkit) and creating marketing templates.

### The results

The key difference is that everything looks consistent now with an overall refresh. But, our work also impacted the way Growth Teams work. Today, they design their emails through a platform and populate them using the templates we created. Our platform saves Growth Teams an avg. of 1–2 hours for each review session, and decreased code weight by 30/25%.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Fcb187af9-b307-4540-8d97-f7cb2646408e.jpg?alt=media&token=38505737-ee75-46cf-8cec-2f88caf67add","id":"cb187af9-b307-4540-8d97-f7cb2646408e","width":2500,"height":1778,"filename":"8.jpg","type":"image/jpeg","caption":"Marketing emails mockup","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F92743a5c-3026-4b63-99a9-bbdbd715fad2.jpg?alt=media&token=478d0941-4686-4636-bd03-a6e115e7f78a","id":"92743a5c-3026-4b63-99a9-bbdbd715fad2","width":2500,"height":1778,"filename":"7.jpg","type":"image/jpeg","caption":"Visual of Figma tokens and patterns","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F72a03cac-c912-40a3-9165-f32f38df70d2.jpg?alt=media&token=5c030f0d-40db-4763-ab6e-9da9085e18b5","id":"72a03cac-c912-40a3-9165-f32f38df70d2","width":2500,"height":1778,"filename":"5.jpg","type":"image/jpeg","caption":"Mockup of the light and dark mode swapping of colours","border":false}]}
```

### Generating users

By owning the platform in which emails are created, we tracked the number of uses of each component and how teams were measuring success through metrics. Next, we set up a system to receive contributions.

We set up a series of processes to support Growth Teams: different Slack channels, open office sessions, and a documentation platform. But mostly we focused on providing info in Figma and inside the platform used to build the emails.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F710f49b7-052e-48af-bf92-57b4ad7a81a8.jpg?alt=media&token=4240f2b3-f93f-42b8-8c66-cc8d6c11e536","id":"710f49b7-052e-48af-bf92-57b4ad7a81a8","width":2500,"height":1778,"filename":"10.jpg","type":"image/jpeg","caption":"Layouts in Figma","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F694cdb93-43ed-4741-aedd-8298871bb595.jpg?alt=media&token=d7155ee7-f3ea-40bf-bdd4-107632781858","id":"694cdb93-43ed-4741-aedd-8298871bb595","width":2500,"height":1778,"filename":"11.jpg","type":"image/jpeg","caption":"Templates in Figma","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Ffb14fdb3-f283-41c0-a44f-836b6ecbe805.png?alt=media&token=5c859547-adb2-4ef0-8eb6-4d747fec60ca","id":"fb14fdb3-f283-41c0-a44f-836b6ecbe805","width":1200,"height":962,"filename":"detail-1.png","type":"image/png","caption":"Components descriptions in Figma","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Fac20d5ab-a81c-4efd-a28a-4becd54839df.png?alt=media&token=8ea2d3f6-4892-43a8-81fe-430288a87950","id":"ac20d5ab-a81c-4efd-a28a-4becd54839df","width":1200,"height":962,"filename":"Screenshot-2022-01-26-at-16.25.31.png","type":"image/png","caption":"Components descritions in Figma","border":false}]}
```

### Wrapping up

Klarna has still a long way to go on automated user journeys. There are many improvements that Klarna can make to enhance performance and make it easier to work with the email design system. Fortunately, many talented people have joined since we started, and they're constantly elevating the quality of each CRM channel. Hopefully, the work we did will help them reach new standards.

I also worked on many more things. Here's some.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Fa5011292-8dae-4aba-9719-d2d95b43b08e.jpg?alt=media&token=8d539ac3-7466-477d-868a-950b1a51d2c5","id":"a5011292-8dae-4aba-9719-d2d95b43b08e","width":1600,"height":1200,"filename":"4x3_7.jpg","type":"image/jpeg","caption":"In-app article mockup","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Fd81976d8-f42c-4e76-b8b2-5a85e4af4a6a.jpg?alt=media&token=3f1068f7-8baf-49d5-b3bb-546a920d5fe5","id":"d81976d8-f42c-4e76-b8b2-5a85e4af4a6a","width":1600,"height":1200,"filename":"4x3_6.jpg","type":"image/jpeg","caption":"In-app article mockup","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F2dfc4fdd-32f0-4476-9203-a7bc00530199.jpg?alt=media&token=131152a9-7fcc-4ba4-8d1f-853476fd62d9","id":"2dfc4fdd-32f0-4476-9203-a7bc00530199","width":1600,"height":1200,"filename":"4x3_8.jpg","type":"image/jpeg","caption":"In-app article mockup","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Fd955e993-16a9-4395-bc5f-0ea67d07f3be.jpg?alt=media&token=12a38880-f4b3-430c-a005-5be8b81755f6","id":"d955e993-16a9-4395-bc5f-0ea67d07f3be","width":1600,"height":1200,"filename":"4x3_9.jpg","type":"image/jpeg","caption":"In-app message mockup","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2F2516abdc-f2bd-4bdc-be71-3ebbb568b3c0.jpg?alt=media&token=7a50d92d-4d1a-468d-9521-4039749e359f","id":"2516abdc-f2bd-4bdc-be71-3ebbb568b3c0","width":1600,"height":1200,"filename":"4x3_1.jpg","type":"image/jpeg","caption":"Marketing email mockup","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2F81UPF2tA5WzFALoR0yB2%2Fbcab30f2-44ef-4426-a1ab-96bb8d6e7359.jpg?alt=media&token=32d91ada-579d-433e-b558-907b9674ba18","id":"bcab30f2-44ef-4426-a1ab-96bb8d6e7359","width":1600,"height":1200,"filename":"4x3_4.jpg","type":"image/jpeg","caption":"Marketign email mockup","border":false}]}
```

Special thanks: Anna-Sara Kapanen, Ola Laurin, Viktor Ögren, Jacob Westerberg, Taxi for Email’s team, Francesco Cutolo, and Emma Ragel.

I helped Klarna build local design systems

As Unbore planned to widen from a popular social media channel to a non-profit organisation, I was approached to evolve and define a more modular and scalable design system for its advertising and related materials.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FClddmDbkn5uMBFuy97BO%2F7cace23e-3c85-4e89-9cf1-545eb6a59142.jpg?alt=media&token=9aa25222-1fdf-4067-9b4c-4c60d264073a","id":"7cace23e-3c85-4e89-9cf1-545eb6a59142","width":1600,"height":1200,"filename":"4x3_1.jpg","type":"image/jpeg","caption":"Unbore's logotype","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FClddmDbkn5uMBFuy97BO%2Fbb69d5e2-67a7-4fb6-a408-8b9c9c10edda.jpg?alt=media&token=ab990e0c-d339-4c5a-82e4-18a252272935","id":"bb69d5e2-67a7-4fb6-a408-8b9c9c10edda","width":2435,"height":1750,"filename":"4x3_1.jpg","type":"image/jpeg","caption":"Templates","border":false}]}
```

[Unbore](https://usa.flos.com/noctambule-floor-ceiling-light/) is a non-profit organisation based in the Netherlands that fosters and advocates arts, life sciences and technology intersections.\
\
After doing an initial audit of brand assets I worked with their team to streamline the expression of their content to a single design system.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FClddmDbkn5uMBFuy97BO%2F3fefd1ff-5caf-4d30-9d15-13daae7d45e3.jpg?alt=media&token=d9c9c41f-3b70-41a5-8226-6d4bb1eedcfe","id":"3fefd1ff-5caf-4d30-9d15-13daae7d45e3","width":2435,"height":1750,"filename":"4x3_3.jpg","type":"image/jpeg","caption":"Unbore's colour palette","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FClddmDbkn5uMBFuy97BO%2F2bf01159-e4b1-4c57-9e31-dbd8e3a43348.jpg?alt=media&token=bc3c72b1-d52b-40fb-9cb5-930a20415509","id":"2bf01159-e4b1-4c57-9e31-dbd8e3a43348","width":2435,"height":1750,"filename":"4x3_4.jpg","type":"image/jpeg","caption":"Template","border":false}]}
```

The updated templates using [Inter](https://rsms.me/inter/) as the primary typographic voice of the organisation, and the Unbore logo, redrawn by me for small display sizes, complete the base elements of the system that can scale, move, and grow based on any media format.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FClddmDbkn5uMBFuy97BO%2Ff82b8081-4e48-4542-bd1b-a7a731c8363b.jpg?alt=media&token=742c74f3-6d3b-4e52-bfe9-68430ceea4d8","id":"f82b8081-4e48-4542-bd1b-a7a731c8363b","width":2435,"height":1750,"filename":"4x3_2.jpg","type":"image/jpeg","caption":"Custom glyph","border":false}]}
```

All applications of these templates after their creation have been designed by Unbore's internal team.

Design system for advertising

When art curator Giovanni Giacomo Paolin wrote a book in 2016 about the Centro Video Arte di Ferrara (CVA), documenting Ferrara’s pioneering video art production and exhibition, he asked me to design it.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FG9YQSfF2AUim5biUFMvf%2F9508706f-8ef1-4c91-8253-718267eee7d2.jpg?alt=media&token=186189bd-4ab6-4712-a7f4-ca95841c11cd","id":"9508706f-8ef1-4c91-8253-718267eee7d2","width":5472,"height":3648,"filename":"4x3_1.jpg","type":"image/jpeg","caption":"The paper book cover is inspired by Italy's national broadcasting company (RAI) 1960s logo","border":false}]}
```

### Video art in Italy in the 1970s

Italy was a vibrant epicentre for video art throughout the 1970s and 1980s because of the international reach of the work produced and exhibited. Among the artists connected to Ferrara’s video art centre are names such as Marina Abramovic, Jannis Kounellis, Nam June Paik, and Bill Viola.

### The book

In 2015, G. G. Paolin started looking into the cultural, political and economic circumstances that characterized the rise and fall into critical oblivion of Ferrara’s production and exhibition of video art. An extensive archive of which only a relatively small part has been retrieved, digitalised and is available to the public.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FG9YQSfF2AUim5biUFMvf%2Ff94e0d7e-e63a-4f61-8dd8-b4e08d6f7ef4.jpg?alt=media&token=008ac632-1d64-46f8-b86c-1e4993efe609","id":"f94e0d7e-e63a-4f61-8dd8-b4e08d6f7ef4","width":5472,"height":3648,"filename":"4x3_2.jpg","type":"image/jpeg","caption":"Pages from the book","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FG9YQSfF2AUim5biUFMvf%2Fbea53c57-7ca8-4c70-bda5-98347cbbc003.jpg?alt=media&token=81b52414-5c9b-4e3b-bcf3-840b34f8fea4","id":"bea53c57-7ca8-4c70-bda5-98347cbbc003","width":5472,"height":3648,"filename":"4x3_3.jpg","type":"image/jpeg","caption":"Pages from the book","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FG9YQSfF2AUim5biUFMvf%2F6c6f23e3-b69b-401b-a714-70eaa95794d9.jpg?alt=media&token=9a0b7e40-3cd9-44a9-9abf-fdaadebd5b82","id":"6c6f23e3-b69b-401b-a714-70eaa95794d9","width":5472,"height":3648,"filename":"4x3_4.jpg","type":"image/jpeg","caption":"Pages from the book","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FG9YQSfF2AUim5biUFMvf%2F4751d7ff-b680-4a8f-b0df-a34faa885e7c.jpg?alt=media&token=c38d5a63-cf62-49a3-a4cf-79aac6f19d18","id":"4751d7ff-b680-4a8f-b0df-a34faa885e7c","width":5472,"height":3648,"filename":"4x3_5.jpg","type":"image/jpeg","caption":"Pages from the book","border":false}]}
```

Typography is set in [Accidenz-Grotesk](https://www.bertholdtypes.com/font/akzidenz-grotesk/proplus/) by the Berthold Type Foundry, to emulate an editorial design similar to what it would have looked like if the book was designed and published in the early 1990s when the CVA fell into oblivion.

In his book, G. G. Paolin examines CVA’s archive, showing previously unpublished and digitalised video tapes, which haven’t been shown for decades and feature unseen artworks by Robert Rauschenberg, Ulay, and Emilio Vedova among many more. The book also contains two exclusive interviews with CVA’s longest-running directors and a former conversation with the former Italian president of the republic, Sandro Pertini.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FG9YQSfF2AUim5biUFMvf%2Fae46394e-62d3-4ec8-ae76-80d89f0c5f0f.jpg?alt=media&token=95f57394-3045-4d45-a31b-36b4461be74c","id":"ae46394e-62d3-4ec8-ae76-80d89f0c5f0f","width":5472,"height":3648,"filename":"4x3_6.jpg","type":"image/jpeg","caption":"Back cover with the names of all the people who contributed to CVA","border":false}]}
```

G. G. Paolin’s book aims to show that the seminal early Italian video production is still to be discovered to stimulate interest from a research and curatorial point of view.

I designed a book about Ferrara’s video art centre

I worked with Venice-based publisher and communication company Lightbox to evolve My Art Guides, a visual compendium of exhibitions and events happening at major international contemporary art events.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F567ddfff-e8a5-4534-b75e-d65a4e39013c.jpg?alt=media&token=71598bd8-21ea-4bd8-9ee1-7f4020b074f6","id":"567ddfff-e8a5-4534-b75e-d65a4e39013c","width":3600,"height":2400,"filename":"4x3_1.jpg","type":"image/jpeg","caption":"Paper book cover","border":false}]}
```

### My Role

I was the sole designer in a company of 10 people.

### The paper guides

[My Art Guides](https://myartguides.com/) is one of the most complete guides to the major international contemporary art events. Each guide comes in three formats: a paper pocket guide, a website and an app both for iOS and Android.\
\
Beyond refining their features, between 2017 and 2019 I personally designed +10 individual guides, which were distributed all over the world.\
\
Every guide contains information on the most relevant exhibitions and events taking place during major international art gatherings, such as the Venice Biennale and Art Basel.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F57be2393-a9c1-4f96-9632-491038c3fe71.jpg?alt=media&token=11484436-8c48-428e-8638-fe164b746249","id":"57be2393-a9c1-4f96-9632-491038c3fe71","width":3600,"height":2400,"filename":"4x3_5.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2Fabe8a440-768f-442c-a5c9-65eb0b115395.jpg?alt=media&token=073d12a7-7e9a-4c3f-ac4a-37d6115ac13b","id":"abe8a440-768f-442c-a5c9-65eb0b115395","width":3600,"height":2400,"filename":"4x3_6.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false}]}
```

For each destination, the editor-in-chief collaborates with three prestigious names from the local contemporary art scene to form an editorial committee. The three members make their selection of art spaces, restaurants and hotels to be listed in the guide, guaranteeing the most valid and genuine content curated by locals in the know.\
\
A guest artist’s interview opens each guide, containing a citywide description and info on the main event (fair or biennial).

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2Fd2d6f2d9-7b8f-4718-a8c7-e110741d844b.jpg?alt=media&token=a0f5b6b2-c04e-46ea-bbdd-be95f29de428","id":"d2d6f2d9-7b8f-4718-a8c7-e110741d844b","width":3600,"height":2400,"filename":"4x3_7.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F00972ba8-dd1e-4499-b2b2-ecb5cf780513.jpg?alt=media&token=b0773d3b-2f03-4c88-8d9f-d2e89938b41b","id":"00972ba8-dd1e-4499-b2b2-ecb5cf780513","width":3600,"height":2400,"filename":"4x3_8.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false}]}
```

Each guide contains detailed maps, a “day by day, hour per hour” agenda and the index in alphabetical order making it simple and foolproof to use.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F4bcf338c-9ffa-467b-a726-7df9a1f0679a.jpg?alt=media&token=843292b8-b029-483f-b822-b66f8a15c8f2","id":"4bcf338c-9ffa-467b-a726-7df9a1f0679a","width":3600,"height":2400,"filename":"4x3_2.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F7b478e02-ab73-4576-a291-f673acbcdd8a.jpg?alt=media&token=66a657d7-fdfe-40ce-af60-f81a5691c8ea","id":"7b478e02-ab73-4576-a291-f673acbcdd8a","width":3600,"height":2400,"filename":"4x3_3.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2Fe4b19356-39ee-499b-bd52-dedff4363671.jpg?alt=media&token=6cc24b03-0779-4ca4-8fc2-989facd28045","id":"e4b19356-39ee-499b-bd52-dedff4363671","width":3600,"height":2400,"filename":"4x3_4.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false}]}
```

Each guide has between 128 and 160 pages and is divided into different sections: exhibitions, events, art spaces, and leisure.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2Fba76d48c-a308-4e85-8ccf-0ffb808562f6.jpg?alt=media&token=c8f5c993-d45b-452b-bdde-bdefe4e36bd9","id":"ba76d48c-a308-4e85-8ccf-0ffb808562f6","width":3600,"height":2400,"filename":"4x3_9.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F0c4fc780-b1e3-4689-adae-681fef3c3a89.jpg?alt=media&token=56803340-4b1c-4c26-acf4-fca31999acdb","id":"0c4fc780-b1e3-4689-adae-681fef3c3a89","width":3600,"height":2400,"filename":"4x3_10.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F2d1e51f3-01dd-4801-8f66-6252ffd1106f.jpg?alt=media&token=467603f4-cf2e-4679-958c-f2585e5a1d0a","id":"2d1e51f3-01dd-4801-8f66-6252ffd1106f","width":3600,"height":2400,"filename":"4x3_11.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F07c8ea3e-6131-4219-b34b-8625965f8cf4.jpg?alt=media&token=f4c18c54-8c4b-47b5-bc33-293ab40fffde","id":"07c8ea3e-6131-4219-b34b-8625965f8cf4","width":3600,"height":2400,"filename":"4x3_12.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOHwtQ0guVL2fi2lYRGVp%2F0f287b50-5cf9-468e-9088-2b00032d1fc4.jpg?alt=media&token=d322cd0f-7f3f-4e27-a1e3-4a75f6a7bd7d","id":"0f287b50-5cf9-468e-9088-2b00032d1fc4","width":3600,"height":2400,"filename":"4x3_13.jpg","type":"image/jpeg","caption":"Pages from the guide","border":false}]}
```

Lightbox publishes printed guides in Basel, Zurich; Dubai, Sharjah, Abu Dhabi; Hong Kong; Miami; Milan; Mexico City; Tuscany; Palermo; São Paulo; Seoul, Busan, Gwangju; Shanghai; Venice.

I helped refine My Art Guides editorial design

I helped Studio Piermaria design a catalogue that documented the launch of Flos’ new collection at Salone del Mobile 2019, Noctambule, using photographs by Santi Caleca.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2Fd81b0e24-10fb-44f3-940a-fe0e499ff1c9.jpg?alt=media&token=8cc83c17-3e67-4ae5-9026-bf735eece484","id":"d81b0e24-10fb-44f3-940a-fe0e499ff1c9","width":1220,"height":1725,"filename":"noctambule.jpg","type":"image/jpeg","caption":"Photograph by Santi Caleca","border":false}]}
```

Founded in 1962, [Flos](https://flos.com/) is recognised as a leading manufacturer of top-end designer lighting. Achille Castiglioni, Philippe Starck and Formafantasma are among the many designers that worked with Flos.\
\
In 2019 Flos launched Noctambule, a lighting system designed by Konstantin Grcic. It is offered as a floor lamp, pendant, or chandelier. Made up of hand-blown glass cylinders, the transparent fixture is almost invisible to behold when unlit.\
\
The paper cover book is printed with glow-in-the-dark ink. Typography is set in [Burgess](https://www.colophon-foundry.org/typefaces/burgess/) by Colophon Foundry and [Univers](https://www.myfonts.com/collections/univers-font-linotype) by Adrian Frutiger.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2Faf6562b3-b568-4c61-8f94-c2e2ee50b64a.jpg?alt=media&token=fb11e11f-7f4f-4cb3-8e40-974f51c0454f","id":"af6562b3-b568-4c61-8f94-c2e2ee50b64a","width":2435,"height":1750,"filename":"4x3_2.jpg","type":"image/jpeg","caption":"Paper cover","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2F2ba1e28a-e672-488e-a159-569c9fcfe7c1.png?alt=media&token=5b2dab58-3fd5-47ea-9123-c4a161798855","id":"2ba1e28a-e672-488e-a159-569c9fcfe7c1","width":2435,"height":1750,"filename":"4x3_1.png","type":"image/png","caption":"Paper cover with the glow-in-the-dark ink","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2Ff2b738e7-be8a-4efc-b0e3-1c06dde6f29d.jpg?alt=media&token=9b48d46c-e7d0-4984-95b0-4822d5a99088","id":"f2b738e7-be8a-4efc-b0e3-1c06dde6f29d","width":2435,"height":1750,"filename":"4x3_3.jpg","type":"image/jpeg","caption":"Pages from the catalogue","border":false}]}
```

The first part of the catalogue explains popular configurations, such as the small hanging lamps here below.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2F9dab3617-cdd6-486c-9a83-cdebbbc6c090.jpg?alt=media&token=df752803-a4fe-4ab8-9546-e6aec3f51756","id":"9dab3617-cdd6-486c-9a83-cdebbbc6c090","width":2435,"height":1750,"filename":"4x3_7.jpg","type":"image/jpeg","caption":"Pages from the catalogue","border":false}]}
```

Other pages illustrate the aluminium connectors used in all configurations. To elevate their design and create realistic comparisons of size, 3D renders are used to match the point of view of each element.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2Fb1bb7b2c-97e6-4277-8845-40166105d874.jpg?alt=media&token=31cc9ec6-0e39-439b-9231-f216ffcebfb9","id":"b1bb7b2c-97e6-4277-8845-40166105d874","width":2435,"height":1750,"filename":"4x3_4.jpg","type":"image/jpeg","caption":"Pages from the catalogue","border":false}]}
```

In the book all possible systems are illustrated, to showcase their weight, height and style. Customers can use this to design their orders.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2F5909df95-9cfd-4a3e-82ca-19e9e78d100c.jpg?alt=media&token=458291e7-b6fd-4a7d-8c22-e5175c59841a","id":"5909df95-9cfd-4a3e-82ca-19e9e78d100c","width":2435,"height":1750,"filename":"4x3_8.jpg","type":"image/jpeg","caption":"Pages from the catalogue","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FOcWWGA4BumPXF845dQ9a%2Fe0e700da-c16c-4063-96c7-c6ad78bb1241.jpg?alt=media&token=bebdaeaf-6a59-4e0f-bd58-9e596cb8cd44","id":"e0e700da-c16c-4063-96c7-c6ad78bb1241","width":2435,"height":1750,"filename":"4x3_5.jpg","type":"image/jpeg","caption":"Pages from the catalogue","border":false}]}
```

As of 2021, the paper book is still distributed to sellers worldwide.

I helped Flos launch a new collection of lamps

A project by Marina Nissim, curated by Giovanni Paolin, in collaboration with Galleria Continua, where 12 young artists on the Italian scene have been called upon bring their creative spirit to one of the most fascinating places in Milan, with an invitation to create new site-specific works.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRNpWIvHnt5UcpjA5IGnZfVdmf4i2%2FZP8dMVpCgKbQIIsjthO8%2Fd2946d8d-97e2-41e3-837a-0d4343fca998.jpg?alt=media&token=34fffac7-7d6c-4d7c-8e63-cf602f3f850e","id":"d2946d8d-97e2-41e3-837a-0d4343fca998","width":1600,"height":1200,"filename":"4x3_1.jpg","type":"image/jpeg","caption":"Poster","border":false}]}
```

The collective exhibition “Immersione Libera” (Free immersion) curated by Giovanni Paolin features twelve young Italian artists invited to create new site-specific works for one of the most fascinating places in Milan, which was recently rediscovered and made accessible to the public.

```cv
gallery
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```

The exhibition, developed in collaboration with Galleria Continua, the Pier Lombardo Association and the Franco Parenti Theatre, aims to support and promote young artists by giving them assistance and space to express themselves.

```cv
gallery
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```

I designed an exhibition identity for Galleria Continua

Design consultant

I designed a modular and scalable design system for Unbore's advertising

Exhibition design for Immersione Libera, an expo of 12 young Italian artists by Galleria Continua, curated by Giovanni Paolin

Immersione Libera

Book design

I'm creating an open-source web design system using Radix UI by WorkOS

Web design system

Sole designer in Spotify's mobile design system team. I led the formation and launch of Spotify's new mobile component library for iOS and Android, and I'm now maintaining and implementing it

I helped Klarna define its platform-specific design system vision while also creating design resources for all product designers at the company, such as component sets and templates

Sr. Product designer

I was responsible for all editorial and digital project launches, including Lightbox's digital-focused rebrand currently in use

Designer

I freelanced for clients such as Flos and Galleria Continua on editorial projects, exhibition designs and wayfinding

We’re a design consultancy working alongside brands in tech

Matteo

Work Experience

Projects

Side Projects

Education

Contact