SHAPE is the Electrolux Group’s comprehensive digital design system, seamlessly integrating across all their digital platforms (web, apps & appliance UI), including multiple brands across the globe. Defining and rolling-out a design system within a multi-national, multi-brand organization is hugely complex due to the multitude of stakeholders, processes and strategies, and Above was tasked with supporting Electrolux navigate this challenge. Above, in partnership with Electrolux’s in-house design systems team, embarked on a journey that started by defining Electrolux’s design language for all web touchpoints, then moved on to designing and documenting all components, and finally setting up a governance model.

Defining each brand's design language and making distinct design decisions ensures consistency and integrity across platforms, creating a solid foundation for faster product development and a unified brand experience. To capture the full brand DNA, we broke down our design pillars into Color, Typography, Iconography, Spacing & Layout, Elevation, and Accessibility. These principles were collaboratively defined with the brand and product teams, facilitated by the design systems team and Above. We documented these decisions as guidelines and distributed them across the product organization and partner agencies to ensure higher brand consistency and more efficient operations.

To help product teams design more quickly, we implemented a fully tokenized design system for each brand. By shifting to a centralized design system and standardized design decisions, we drastically reduced the time spent on UI development. The key was tokenizing our design decisions across all brands. Designers would create a pixel-perfect design for one brand in Figma, then effortlessly transform it into all other brands within seconds. This approach preserved each brand's unique identity while ensuring consistency and efficiency across the board.