Nigel Dennis — Creative Director, The Office of Experience
Published:
We kind of look at a design system as an extraction or kind of an expansion on existing brand guidelines. The irony is that sometimes in most brand guidelines, the digital guidelines or digital parts of those brand guidelines are an afterthought. And sometimes we kind of accept that afterthought and kind of paint by numbers… Those things are possible, but we’ve got to think about them a little bit differently and be flexible and really build those foundations out to be more meaningful than they really are right now.
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-we-kind-of-look-at-a-design-system-as-an-extraction-or-kind