Services
Client
Design Systems, Experience Design, Figma Implementation, Design Operations
Bloomingdale’s
Brought Bloomingdale's new Pentagram-designed brand identity to life across digital touchpoints — translating expressive typography, color, and the iconic 'B' monogram into a scalable content system.
Challenges
The previous experience relied on multiple typefaces and inconsistent styling across platforms that did not fit the ethos of the new brand identity.
Design Approaches
Standardized typography and component design by transitioning workflows from Adobe XD to Figma. Rebuilt templates, optimized components, and audited existing assets to streamline processes.
Brand Foundation by Pentagram
Bloomingdale’s new brand identity introduced a refined visual language built on expressive color, a modernized typography system, and the iconic “B” monogram. The system balances heritage with a more contemporary, flexible approach across digital and print. This foundation set the direction for transitioning the brand into scalable digital experiences.
Building a Scalable Design System
Created modular components, defined layout structures, and standardized typography and spacing to ensure consistency across the site.
System Applied to Editorial Layouts
The CINQ À SEPT landing page below is an example of how the system scales into editorial storytelling. Modular components adapt to different content types, allowing brand features, imagery, and copy to flow within a consistent structure.
Extending the System to Email
The design system was expanded into email through a modular library and standardized grid. Components were adapted to a 12-column structure, enabling consistent layouts while supporting a wide range of promotional and editorial content.
Impact
The design system improved consistency across site and email while making production more efficient. Modular components and a standardized grid reduced the need for custom layouts, enabling faster turnaround and smoother collaboration between design, copy, and development. It also created a shared structure that made it easier to scale campaigns and maintain visual quality across touchpoints.
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