DESIGN SYSTEMS CASE STUDY
Scaling Roofr’s UI marketing design: a UI kit for cohesion, speed, and impact.
Creating the Marketing UI Kit in Figma
At Roofr, I designed and launched multiple high-converting landing pages and key marketing assets that directly supported product growth and marketing campaigns. But more importantly, I built the scalable framework behind them: a centralized Figma-based Marketing UI Kit that aligned brand and product across every touchpoint.
Visuals coming soon!
The Challenge
When I joined Roofr in 2022 as the second brand designer at a still-growing startup, I quickly noticed a gap: there was no centralized place to organize the assets needed for bulk creative work. Teams were pulling files at random, which led to inconsistent branding, duplicated efforts, and slow turnaround times. While the product team had a polished design system, marketing lacked its own flexible, scalable version.
The Solution
To solve this, I expanded the product design system and adapted it into a dedicated Marketing UI Kit, built specifically for daily single-use and bulk production needs. It included both reusable assets and clear guidelines for each page type. Here are some as examples:
- UI Library (logos, colours, partner assets, buttons, cards, typography, layouts)
- Graphic Library (illustrations, patterns, icons)
- Branding Assets (company partner logos, brand lockups, team pictures, iconography)
- Editorial Templates (1-pagers, eBooks, reports, presentations)
- Social Media File (ready-to-use templates for posts and stories, plus the ones we posted each month)
- Landing Page Frameworks designed for reuse, enabling fast iterations while staying on brand
Visually, I showcase below some of the most polished landing pages I’ve created to demonstrate how the system translated into real-world results, plus images of how the Kit looks like in Figma.
The Impact
- Faster delivery: reduced design turnaround time.
- Consistency: every campaign asset and landing page aligned to brand and product.
- Scalability: marketing became more self-sufficient, able to ship new pages and assets without reinventing the wheel.
- Recognition: the system was adopted cross-functionally and continues to support design ops efficiency.
Visuals coming soon!
“Adriana is a highly skilled graphic designer with a huge passion for visual design. From improving our company's branding to elevating our marketing assets, Adriana has helped led many initiatives at CFI. Adriana is a joy to work with and her electric personality pushes the rest of the team to strive forward. I enjoy participating in our design brainstorm sessions and learning from Adriana about the complexities of color and typography. I admire Adriana's creativity and I believe she would be a strong asset to any team she is part. It would be an honor to work with Adriana again in the future.”
Kelvin Leung
Product Design @ Meta
