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Florencia Rodriguez

My major while in university focused on Art Direction and Design. I have been working as an Art Director on and off throughout my journey. At times, my focus has been on campaigns and online work.

I have noticed how Designers sometimes forget the importance of art direction or neglect it as a whole. This is because their attention goes towards the focus of technicalities. The other way around, Art Directors neglect details as they worry about the whole picture.

The cohesiveness of the design is then not as strong without being able to look at the whole picture. …

Brainstorming tricks to get your creative juices flowing

Previously I have written about some guides and best practices on design systems. I have also touched on planning and setting the foundation. This time I would like to touch on a very creative part, and it is about how to name your design system.


When brainstorming for a design system name, I recommend starting with buckets. These buckets are different topics that will provide you with a structure. When researching names, buckets I have selected in the past include purpose, function, cleverness, creativity, to name a few.

The name of your design system should fulfill the design philosophy and…

A Design System layout of components

Laying the foundation with ethos, pathos, & logos

Establishing the design principles for your Design System or product will provide structure. By identifying the core design principles of your product your team will use the same language.

Design principles are the qualities that make your product unique. They are the essence, and you can find this at the very core of your product. They communicate what the purpose of your product is all about. What is its voice, its personality? Can you identify the essence? These are questions to ask your team to find a common understanding.

Design Principles will serve you as a guide. They will become…

Photo by Med Badr Chemmaoui on Unsplash

Part 3 — Setting the foundation

In the first part of the series, I introduced what Design Systems are and what they consist of. While on the second part I discussed how to approach it. Within this last post, I will go over the foundations. These allow your design system to be solid and successful.

The foundation

What makes your design system strong, in my perspective, consist of the following:

Design principles
What makes your product unique? What is its voice, its personality? Can you identify the essence? What is the product all about? This is the purpose of your product. You will need these as a guide for…

Part 2 — Let’s get into the planning

Photo by Scott Graham on Unsplash

If you have read my previous article you have probably realized you need a design system and find yourself wondering where to start. A Design System is a complex project that needs a team to succeed. It requires planning, structure, and direction.

Have you questioned yourself what the goal of the system you wish to build is? Whether it will serve a project in-house or meant for several agencies or subsidiaries? Do you know if it is for a specific project, such as e-commerce or an app, or various digital products? Is it for one brand or multi-brand? …

Part one — A useful guide on best practices & insights from first-hand experiences.

Photo by Sigmund on Unsplash

My name is Flo, I am based in Berlin and I am a UI Designer working for diconium on Volkswagen projects. I studied Design and Advertising at OCAD University in Toronto, Canada. Since graduating, my focus has been on Interface Design.

I come from a time (not to make me sound old) when Design Systems didn’t exist as we know them today. During University and my first years in the industry, Photoshop was the main tool in the market. To create an interface then, we would have an excessive amount of layers within several files. We needed to have a…

Florencia Rodriguez

Hi! This is Flo. I am a UI/UX Designer, specializing in Design Systems, Interface Design, and Art Direction. I am based in Berlin, Germany.

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