Nigel Dennis — Creative Director, The Office of Experience
Published:
Ultimately, the biggest benefit to this is speed to market is obviously the biggest impact point. Your team coming up with a new feature is no longer hindered or they’re no longer kneecapped by not having the flexibility of a design system to support that… You’re creating a living, breathing digital articulation of what your brand guidelines always should have been in practice.
What does Nigel Dennis say on The Agile Brand with Greg Kihlström?
Nigel Dennis, Creative Director, The Office of Experience, says: This interview with Nigel Dennis, Creative Director at The Office of Experience, examines why many corporate design systems become constraints rather than enablers. Dennis argues that systems are often conceived as static rulebooks or afterthoughts, and he recommends building tokenized, intelligent foundations and fostering close collaboration between design and engineering to drive speed to market and long-term business value.
From: The Agile Brand with Greg Kihlström
Cite as: Nigel Dennis. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/nigel-dennis-ultimately-the-biggest-benefit-to-this-is-speed-to-market-i