Work @ Lowes
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Overview
Lowe’s is a leading home improvement retailer with high-volume promotional digital campaigns across multiple pricing segments and seasonal events. The email ecosystem required consistency, scalability, and faster execution while maintaining strong brand identity.
With the introduction of Lowe’s Deals, the system evolved to support a stronger savings-focused visual language. By integrating strategic red accents, standardized deal hierarchies, and dynamic price variables. This project focused on transforming an underdeveloped email design system into a scalable, guided framework that supports high campaign velocity and promotional complexity.
My Role
UI Systems Design, Component Standardization, Figma Library Development
Tools
Figma
Timeline
February 2025 to April 2025
Challenge
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The existing design system lacked structure and scalability, leading to inconsistent creative outputs across campaigns.
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Recurring promotional elements such as banners, pricing blocks, and CTAs were rebuilt repeatedly without standardized rules.
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Pricing formats and promotional messaging varied across segments, creating visual inconsistency and inefficiency.
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There was no structured framework to emphasize deals and savings in a cohesive, brand-aligned manner.
Solution
\\ Lowe's Deals Design System
A modular system designed to bring consistency, scalability, and clarity across promotional communications while improving efficiency. Introducing,
Lowe's Deals Design System
Foundations
Typography
Color
Grids and Spacing
Components
Guidelines
Output
CTAs
Pricing modules
Badges
Logo treatments
Banners
Hero structures
Deal sections
Product blocks
Content groupings
In-use examples and scalability.
Typography
\\ Lowe's Deals Design System\Foundations
Colour
\\ Lowe's Deals Design System\Foundations
Colour Tokens
Figma colour styles
Implemented using Figma Color Styles to ensure consistency and centralized updates across all brand assets.
Grids and Spacing
Mobile
Layout grid style
Padding types
\\ Lowe's Deals Design System\Foundations
Email UI structure and guides
Price spacing
Icon Set
\\ Lowe's Deals Design System\Foundations
Standardized icon system for email UI and website integration to enhance usability and brand consistency.
And more...
Components
\\ Lowe's Deals Design System\Components & Guidelines
Basic structure of a banner component
A banner component consists of a structured container with visual hierarchy including headline, supporting copy, imagery, badges and a primary action, organized within standardized spacing and layout rules.
A glimpse into the Figma design system library
\\ Lowe's Deals Design System\Output
Impact
Now, to wrap it all up...
The system was adopted across multiple teams and is currently used by approximately five teams, with a library of 500+ components supporting ongoing campaign production.
Below are some live examples showing how the system is applied across different communications.
Shown for demonstration purposes only. All creatives are publicly distributed marketing communications.
\\ Lowe's Deals Design System\Output
Where It Went Next
As Lowe’s evolved its visual identity toward a more dynamic gradient-led aesthetic, the design system needed to evolve with it. I revamped the existing system to align with the new brand direction while further simplifying how components were created and managed.
By leveraging variables and configurable component properties, multiple variations could be handled within a single component rather than maintaining separate versions. This streamlined the library from 600+ components to approximately 200, while expanding adoption to 7 teams actively using the new design system.
Website UI
Promotional Creative
Shown for demonstration purposes only. All creatives are publicly distributed marketing communications.
My Takeaway
This project gave me a deeper understanding of how brand guidelines translate into scalable design decisions. I moved from designing individual creatives to thinking in components and templatized assets, using auto-layouts, and reusable patterns. It taught me how small decisions like spacing, hierarchy, and tokens impact large-scale consistency.
I also learned how systems can directly improve team workflows and reduce repetitive effort. Overall, it shaped how I approach design, which is not just as output, but as a framework for scale.