Chicago Cubs
How we unified a fragmented ecosystem into a scalable, AI-accelerated multi-brand design system.
Client
Chicago Cubs / Wrigley Field
Focus
Design Systems / Platform UX
Result
Multi-brand system + faster deployment
The Context
The Chicago Cubs operate across a complex digital ecosystem. At the center is MLB-controlled infrastructure — including Cubs.com and core fan experiences. Surrounding it is a broader network: Wrigley Field, rooftop partners, sportsbook integrations, and 30+ microsites.
Over time, this ecosystem became fragmented. Different teams built independently. Components were duplicated. Design patterns drifted. There was no single source of truth.
What fragmentation created
Inconsistent UI and brand experience across properties
Duplicate components and disconnected Figma files
No shared system for tokens, styles, or components
Slower product development and scaling challenges
The Cubs didn't just need a design system. They needed a foundation to unify an entire digital ecosystem.
The Goal
The goal was not to create a component library. It was to build a multi-brand design system that could scale across real organizational complexity, not just design theory.
Unify Cubs and Wrigley Field under one system
Support multiple brands without losing identity
Create a single source of truth across design and engineering
Enable faster launch of new sites and experiences
Establish governance, standards, and long-term scalability
Most importantly — the system had to work across real organizational complexity, not just design theory.
Our Approach
We designed the system as a layered architecture, not a flat library.
Core — Foundation
Global primitives: color, spacing, typography, radius, elevation, layout.
Core = consistency
Brand
Cubs, Wrigley Field, and future brands. Each inherits from core while defining its own identity.
Brand = flexibility
Components
Reusable UI components powered by tokens — buttons, forms, navigation, modals, and more.
Components = scalability
Design tokens as the source of truth
Semantic naming — not hardcoded values
Tokens mapped to both design and code
Framework-agnostic structure
AI as a thinking partner
Accelerated token structure and naming systems
Validated system logic and edge cases
Maintained consistency across content and components
Custom AI layer to store and apply brand rules
Phased implementation
Phase 1
Foundation
Define primitives and token structure.
Phase 2
Core Components
Buttons, inputs, form elements.
Phase 3
System Validation
Test tokens across real use cases.
Phase 4
Documentation
Shared standards across teams.
Phase 5
Expansion
Advanced components, states, and patterns.
This ensured the system was usable early — not overdesigned upfront.
The Impact
Unified
One source of truth across Cubs, Wrigley Field, and multiple digital properties
Faster
Reduced design iteration time through token-driven decisions
90%+
Token adoption rate across products, trending upward
Zero drift
Eliminated style inconsistency across teams and platforms
Scalable
New sites and experiences launched faster using shared components
Aligned
Design and marketing teams coordinated around a single system
Reduced duplication in design and engineering. Faster time to build and deploy new experiences.
The Shift
This project wasn't just about design systems. It was about moving from fragmentation to structure.
Before
Disconnected teams, duplicated work, inconsistent experiences
After
A unified system powering multiple brands, platforms, and teams
The Cubs now operate with a scalable digital foundation — where design, engineering, and business are aligned through a shared system.
Work with us
Ready to unify your platform and scale faster?
We design systems that bring structure, speed, and clarity to complex products.