Cross-Functional Fintech Design System Framework
Trace Orozco
Building a cross-functional fintech design system framework for rapid scaling
When I joined Helcim, a fintech startup, the company was growing from 30 to over 120+ employees in under a year. Design needs exploded across teams:
Product teams - needed scalable UI components and patterns
Web team - constantly evolving site map with changing design needs
Marketing teams - needed brand assets for campaigns, ads, social media, and events
Sales & partnerships - required branded pitch decks, product shots, and collateral to close deals
Internal team (CX, HR, and operations) - lacked structured materials
The original ask was to organize the brand's existing digital asset management (DAM) system. Through a thorough design audit and interviews with teams I uncovered the core issue; a need for a cross-functional, scalable system that served multiple verticals.
I built a design system framework that ensured consistency across teams and platforms. The system centered on three key areas:
Product - Standardized patterns and design components for Helcim's products
Marketing & Brand - A structured system for campaigns, outbound ads, and web content
Internal - Templates, pitch decks, and customer-facing documents for teams
By structuring design at a systems level, we ensured all teams operated within the same design language and created cohesion from lead generation to product experience.
Before and after the brand transitioned to the new visual language
Before and after the product icons were updated to match the new visual language
Before and after of collateral design materials
The design system and the new visual language on the product shown on the brand's website
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Posted Jul 17, 2025
Developed a scalable design system framework for Helcim's rapid growth.
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Timeline
May 1, 2022 - Aug 15, 2023
Clients
Helcim
