Elisa Design System
Design System Lead / Art Director
Elisa is Finland’s leading telecommunications company and digital services provider, with a business that is also strongly international.
Objective
Elisa underwent a major brand renewal in 2015, during which all digital services were aligned with the new brand identity. This work was coordinated as a project through a shared style guide (Elisa Stylebook), and my task was to evolve it toward a true design system.
When I started in 2017, I was the only designer working alongside a part-time developer.
A design system is not a project but a living, continuously evolving product that serves other products.
I created the vision, strategy, and direction for the design system work together with the team and key stakeholders, and led the work and the team for the following four years. For the design system to succeed, it needed to transform from a project into a product, a continuously developing component library rather than a project with a beginning and an end. This approach reduced overlapping work among development teams, ensured brand consistency across products and services, and, at its best, fostered collaboration across business units. My role became to demonstrate this business value and convince key stakeholders of its importance.
Outcome
I succeeded in convincing production (unit where I worked) leadership, and the team eventually grew to four people. The design system became an established part of Elisa’s product and service development, supported by a clear governance and contribution model that allowed product teams to add components to the shared library. The design system team’s role was to maintain, support, and empower product teams in this work.
After four years, in 2021, I transitioned to new responsibilities at Elisa, having achieved the goals set for me.
By 2025, the design system work continues to thrive and evolve as an integral part of Elisa’s design and development ecosystem.
