LPL's digital properties were fragmented:
No consistent design language
Every product and marketing page felt different
Inefficient production
Launching new products required custom design work every time
Multiple audiences, unclear messaging
Trying to speak to advisors, investors, and institutions without clear differentiation
Outdated newsroom
Blog and content sections felt disconnected from the main experience, and did nothing to help showcase their expertise
Slow time-to-market
Sales team couldn't move quickly because design and development had to reinvent patterns constantly
They needed a unified design system that could handle diverse content while speeding up production and maintaining quality.
My Role
As Art Director, I led the team translating the brand refresh into production-ready systems:
01
Directed execution of the design system within the established creative direction
02
Led and managed the design team through template development and production
03
Oversaw implementation with product owners and offshore development teams
04
Managed all visual design delivery and quality standards
05
Led stakeholder relationships with sales, product, and account teams
06
Ensured consistency and efficiency across all deliverables
My focus was on building the infrastructure that made the creative vision scalable and efficient for the business.
My Approach
Execution within creative direction
Worked within the established brand refresh and creative vision to build systematic, production-ready infrastructure.
Pattern recognition first
Started by auditing what existed and finding underlying patterns. This let us define a system based on real needs, not theoretical ones.
Collaboration over dictation
Worked closely with product owners, developers, and sales to understand actual constraints and requirements. The system works because it was built with them, not imposed on them.
Flexible but not infinite
Created enough templates to handle diverse content without creating so many that the system became unmaintainable. Found the balance between flexibility and efficiency.
What I Built
35 Unique Page Templates for 500+ Pages
Designed a template system that handled hundreds of pages while balancing consistency with content needs. Found the rhythm between repeatable patterns and unique moments — preventing both visual chaos and boring repetition.
Unified Design System
Created a comprehensive component library and pattern system that worked across LPL's entire digital ecosystem. Led development with consistent input from product owners and developers to ensure patterns were both beautiful and buildable.
Newsroom Refresh
Completely redesigned their content platform to handle various content types (blogs, articles, announcements, market updates). Created flexible templates that maintained consistency while letting unique content shine.
Motion & Interaction Patterns
Established motion design language and micro-interaction standards that made the experience feel cohesive and premium across all touchpoints.
Production Systems
Built documentation and handoff processes that let the sales team launch new products faster — reducing time-to-market significantly.
Outcomes
Faster time-to-market
Sales team can now launch new products significantly faster using established templates and patterns instead of starting from zero.
Consistent brand presence
Unified design language across hundreds of pages and multiple audience segments, LPL finally feels like one coherent platform.
Scalable production
Design system continues to support new products and content without requiring custom work for every launch.
Improved content flexibility
Newsroom and blog systems can handle diverse content types while maintaining quality and consistency.
Better cross-team efficiency
Product owners, designers, and developers share a common language and reusable patterns, reducing miscommunication and rework.