Laying the Foundations

A book about system design

A new book about system design and digital brand guidelines is coming soon! The book features real talk about creating design systems. No jargon, no glossing over the hard realities, and no company hat. Just good advice, experience, and practical tips.

The book will be available in print and eBook formats.

System design is not a scary thing — this book aims to dispel that myth. It covers what design systems are, why they are important, and how to get stakeholder buy-in to create one. It introduces you to a simple model, and two very different approaches to creating a design system. What's unique about this book is its focus on the importance of brand in design systems and creating documentation. It’s a comprehensive, practical guide that’s simple to follow and easy on the eye.

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The author

My name is Andrew Couldwell. I’m a designer who codes, with 15 years of experience. In recent years I’ve led the design and creative direction of digital brands, products, and design systems at Adobe and WeWork. He’s now the co-founder and creative director of Owl Studios, a small design and development studio. I’m also the founder and curator of Club of the Waves. I’m a British expat, now working in the United States. I love what I do, and I’m excited to share what I’ve learned with you in this book.