Laying the Foundations

A book about design systems

A new design systems book featuring real talk about creating design systems and digital brand guidelines. No jargon, no glossing over the hard realities, and no company hat. Just good advice, experience, and practical tips.

The book will be available in print and eBook formats.

System design is not a scary thing — this book aims to dispel that myth. It covers what design systems are, why they are important, and how to get stakeholder buy-in to create one. It introduces you to 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.

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The author

Andrew Couldwell is a designer who codes, with 15 years of experience. In recent years he’s led the design and creative direction of digital brands, products, and design systems at Adobe and WeWork. He’s now the co-founder and creative director of Owl Studios, a small design and development studio. He’s also the founder and curator of Club of the Waves. Andrew is a British expat, now working in the United States. He loves what he does, and is excited to share what he’s learned with you in this book.