Industry

Fashion

Role

Designer

Work type

In-house

Tools used

Figma, Photoshop

Pentland Brands: CRM Design Systems & Scaling in Figma

Maintaining visual consistency across diverse brands

Pentland Brands (home to Berghaus, Kickers, Ellesse, and more) requires high-volume, on-brand communication across global markets. The challenge was maintaining visual consistency while meeting tight retail deadlines.

The Process

Methodology:


  • Utilised Figma component libraries to rapidly construct responsive email layouts.

  • Managed brand-specific atomic elements (typography, buttons, hero imagery) to switch contexts between Berghaus (performance) and Ellesse (lifestyle) seamlessly.

  • Ensured strict adherence to accessibility standards and dark-mode compatibility.

Key takeaways

Enabled rapid iteration of campaign visuals, moving from brief to hi-fidelity prototype in <2 hours, ensuring the marketing team could react quickly to retail trends and demands for sales (e.g. Black Friday and Christmas).