Dojo Design System
Bridging Brand and Product at Dojo
During my time at Dojo, I identified a significant gap in the marketing team's workflow — there was no cohesive design system in place for marketing materials. Seeing the opportunity, I took the initiative to create a new Design System tailored specifically for assets like the marketing website, social media, emails, films, and digital documents. I worked closely with engineering and product teams to ensure consistency across both marketing and product libraries, fostering smoother collaboration. As the design system’s custodian, I ensured that it aligned with Dojo’s brand while also supporting the broader product ecosystem.
April 2021 Lead Designer – Dojo, London
UX/UI Methodologies & Techniques:
Specific component UX research / UI design / QA of implementation / Style Guide / Pattern library / UI Inventory / UX Audit
Software:
The challenge
This process wasn’t without its challenges. We had to conduct a thorough audit of existing components, identify redundancies, and clean out our CMS system to create a more efficient foundation. Rebuilding from there meant designing new, reusable components and modules that could be easily adopted across various marketing assets. It was a true team effort, requiring close collaboration between design, engineering, and product teams to ensure everything aligned seamlessly and was scalable for future needs.
Graphics & Animations
In addition to developing the design system, I also created custom graphics and illustrations from scratch to bring our marketing materials to life. These visuals weren’t just static; I animated them in After Effects, adding a dynamic layer to our campaigns.
Quotes
“I have been working very closely with Annari for the past six months and she is nothing short of amazing. We were tasked with a mammoth job of building the Dojo design system from scratch and moving all design files from Sketch to Figma. Annari’s approach to management is second to none — she gives you the autonomy and space you need to get the work done, yet couples this with weekly meetings where she encouraged progress updates and offers her support, guidance and mentorship throughout. Her art direction and conceptualisation process is razor sharp. She is highly organised, calm, rational and creates beautiful designs which always put the user in mind. I’ll miss her warm smile, kind nature and brilliant Zoom calls.”
“Annari has consistently demonstrated exceptional creativity and leadership, steering our design projects towards success with a keen eye for detail and innovative solutions. Her ability to foster a collaborative atmosphere has not only enhanced team productivity but also inspired creativity among team members. Her mentorship has been invaluable in nurturing the talents of junior designers, ensuring the growth and development of our team's skills.”