nCino Website and Design System
nCino underwent a brand refresh in 2023. In 2025, as marketing needs continued to scale, the website’s lack of a cohesive design system became a critical bottleneck. The site no longer reflected the evolved brand, and without clear standards, design consistency was pushed onto content editors to maintain. Colors, type styles, icons, and graphics were used inconsistently, making hierarchy, flow, and professionalism difficult to convey. For a fast-paced marketing organization, this created both a brand problem and a scaling problem.
I led the website redesign and design system initiative from concept through launch, translating high-level brand direction into a production-ready system that could scale across teams. I owned system architecture, visual direction, and execution while aligning with creative leadership and cross-functional partners.
I designed a scalable, component-based system using atomic principles, defining components, variants, and usage guidelines, and deploying the system in Storybook. I partnered closely with the front-end team to ensure Figma variants accurately reflected CMS-supported components, reducing friction between design and development and eliminating guesswork for content editors.
CD: Chase Gobble
web design, design system
2025
To support web-specific needs, I expanded the brand palette into a robust token system. This included two tonal scales: a grayscale option built from the brand’s gray-blues and off-whites, and a more saturated blue scale for emphasis and hierarchy. These tokens were translated into semantic light and dark palettes and tested against accessibility standards.
Inspired by Material conventions, I defined display typography separately from semantic header styles to support use cases such as large data points and stats that do not rely on H tags. I also clarified rules for primary versus secondary font usage to improve consistency and readability across layouts.
One of the largest challenges in a component-driven CMS is balancing flexibility with control. I audited the existing component library, consolidated overlapping blocks, and introduced configurable variables where needed. This reduced system complexity while expanding layout flexibility for future content and campaigns.
Alongside the redesign, I developed a new graphics style that prioritized product UI clarity and transparency, reinforcing trust and relevance. This was paired with nature, city, and satellite imagery used as subtle background textures to give the brand a larger-than-life presence without competing with content.
Following a content overhaul, the design system enabled the team to redesign and launch 20 core marketing pages in two weeks, significantly increasing velocity while maintaining brand consistency and accessibility. The system now supports frequent campaign launches and rapid iteration without ongoing design involvement, while providing a durable foundation for future growth.
