GLOBAL DESIGN SYSTEM — 2024
Pfizer
About the Project
Following Pfizer’s global rebrand, the company needed a digital design system capable of supporting more than 150 brands across markets and teams.
What began as a refresh of an existing system quickly became a complete rebuild. The result was Zenith—a flexible, mobile-first design system created to bring consistency and efficiency to Pfizer’s digital ecosystem while preserving the individuality of each brand.
My role
As Design Director, I collaborated with Pfizer’s UX, engineering, and brand teams across system architecture, component design, visual direction, and documentation—helping turn a global vision into a practical, scalable design system.
Team
Chelsea Andrews — Group Creative Director
Daniel Fernandez — Associate Design Director
Rossana Ulloa — Senior Experience Designer
Goals
Create a shared foundation that could integrate Pfizer’s new global design language, adapt to vastly different brand needs, and help teams design and launch digital experiences more efficiently.
The system needed to provide consistency without becoming restrictive—giving every brand room to express its own identity.
The Problem
Pfizer’s previous attempt to build a design system supported only seven brands and struggled to gain internal adoption. It wasn’t mobile-first, lacked the flexibility teams needed, and couldn’t scale across the organization.
Now, the challenge was significantly larger: create one system for more than 150 brands, each with different visual identities, audiences, content needs, and digital requirements.
The Solution
We built Zenith as a white-label design system. Rather than designing components around one specific brand, we created a neutral foundation that could be customized through a dynamic system of design tokens and variables.
A flexible foundation
Modular components and responsive behaviors allowed teams to build a wide range of experiences without starting from scratch.
Adaptable by design
Brand-specific colors, typography, imagery, and styling could be applied without changing the underlying component structure.
Built for accessibility and scale
The system was designed mobile-first, aligned with WCAG 2.1 AA standards, and fully documented to support designers, developers, and internal teams across markets.
Designed for adoption
We worked closely with Pfizer’s UX and engineering teams to align the system with real workflows and technical requirements—making it easier to implement, maintain, and evolve.
Outcome
Zenith established one flexible foundation for Pfizer’s global portfolio—helping teams create more consistent digital experiences while preserving the identity of each individual brand.
Delivered in six months, the system gave design and development teams a faster, more efficient way to build, document, and launch experiences at scale.
150+
Reached Summary Page
90+
Responsive, modular components
25+
Fully documented, developer-ready templates
6 mos.
From definition to delivery