Design system
Gaia
2022
Gaia is an early stage startup that combines reproductive health data with financial technology to make IVF treatments more accessible, affordable and individual. Gaia works with large quantities of complex data around fertility treatments and outcomes to remove ambiguity around success rates. Gaia's first product is an insurance and financing membership redefining access to fertility care, including IVF and egg donation.
When I joined as the first in-house designer, Gaia had a brand but not a product system. I translated the existing guidelines into a coherent, token-based design system, covering typography, spacing, layout, and colour, capable of building complex product experiences.
Building the foundation
This project was as much about building infrastructure as it was about design. The brand existed, but there was no system behind it. No shared language for colour, type, or space that engineers and designers could build from. By translating the brand into tokens and components, we created the conditions for consistent, scalable product development. In doing this work first, every decision that came after had something solid to stand on.
Gaia
2022
Design system
Gaia is an early stage startup that combines reproductive health data with financial technology to make IVF treatments more accessible, affordable and individual. Gaia works with large quantities of complex data around fertility treatments and outcomes to remove ambiguity around success rates. Gaia's first product is an insurance and financing membership redefining access to fertility care, including IVF and egg donation.
When I joined as the first in-house designer, Gaia had a brand but not a product system. I translated the existing guidelines into a coherent, token-based design system, covering typography, spacing, layout, and colour, capable of building complex product experiences.
Building the foundation
This project was as much about building infrastructure as it was about design. The brand existed, but there was no system behind it. No shared language for colour, type, or space that engineers and designers could build from. By translating the brand into tokens and components, we created the conditions for consistent, scalable product development. In doing this work first, every decision that came after had something solid to stand on.
Gaia
2021
Design system
Gaia is an early stage startup that combines reproductive health data with financial technology to make IVF treatments more accessible, affordable and individual. Gaia works with large quantities of complex data around fertility treatments and outcomes to remove ambiguity around success rates. Gaia's first product is an insurance and financing membership redefining access to fertility care, including IVF and egg donation.
When I joined as the first in-house designer, Gaia had a brand but not a product system. I translated the existing guidelines into a coherent, token-based design system, covering typography, spacing, layout, and colour, capable of building complex product experiences.
Building the foundation
This project was as much about building infrastructure as it was about design. The brand existed, but there was no system behind it. No shared language for colour, type, or space that engineers and designers could build from. By translating the brand into tokens and components, we created the conditions for consistent, scalable product development. In doing this work first, every decision that came after had something solid to stand on.