Article Product Design
System Library

My design team determined and oversaw how the Article brand was applied to all products, which grew to over 2000 SKUs. This was a far-reaching and ever evolving task that required an abundance of consideration and exceptional communication. The applications ranged from logo labelling (textile labels, metal labels, leather labels), assembly instructions, a hangtag system with product care information, any specific product instructions, and the box packaging the product arrived in.

The largest challenge was obtaining a consistent brand presentation from multiple global vendors. For example, if a customer ordered a sofa, throw pillows and a coffee table, those items were likely produced and packaged at three different vendors in different countries. Without design systems and clear communication, these three products would likely be delivered with three entirely different brand experiences.

At times the task to ensure consistency seemed monumental and inexplicably impossible, but by defining thoughtful, clear systems that were well communicated and supported by the product department, major improvements were made to ensure a consistent brand experience.

The key was always to strike the balance between what felt on-brand and appropriate, and what was widely achievable. One of the hallmarks of DTC companies at this time was to have an incredibly aesthetic unboxing experience (eg: Casper mattresses, Harry’s razors). At Article, the scope and the variety of the product needs kept the designs humble; Casper had only a couple box sizes where we had several hundreds. Once colour and material variations were factored, we were managing thousands of SKUs. For my team, having an understated but consistent experience was a far-greater measure of achievement than having the most unique solution.