Ashish Upadhyay

Bright Real Estate

This project focused on building a scalable design system to streamline the creation of real estate campaign landing pages.

Design

System

Design

System

Design

System

Design

System

This design system was created specifically for building real estate landing pages used for advertising new project launches. For every new builder project, a dedicated landing page was designed to drive user inquiries and property sales.
This case study showcases selected parts of the design system due to confidentiality.

Overview

My Role

Defining typography hierarchy for campaign pages
Building colour usage guidelines with accessibility checks
Creating reusable UI components for repeated sections

Defining typography hierarchy for campaign pages
Building colour usage guidelines with accessibility checks
Creating reusable UI components for repeated sections

My Team

Team - Ashish, Sagar (Amit - Manager)

Reasoning

Why we built…

Bright Real Estate regularly launched new property projects that required dedicated campaign landing pages to generate leads. Each landing page needed to be designed and launched within a short turnaround window of 3-4 weeks.
Because every campaign was being designed from scratch, the team faced delays, inconsistent visual quality, and repeated design effort.

Problem Identification

Validated through internal feedback

Pain Points

Slow execution: Design timelines often exceeded the 2–3 week campaign deadline.
Heavy dependency on senior designers: Junior designers often needed frequent guidance for layout and visual decisions.
Inconsistent outputs: Repeated campaign pages lacked visual consistency across typography, layouts, and component usage.

The landing pages often felt inconsistent

Too much dependency on senior designers for execution decisions

It was difficult to maintain a clear structure within tight deadlines

The overall visual clarity varied depending alot.

Trade off & Constraints

Based on Research insight

Trade off

Visual flexibility vs system consistency - We had to balance maintaining a flexible design approach while ensuring strict consistency across all landing pages.
Completeness vs delivery speed - Certain areas of the system had to be simplified in order to meet the 4-week delivery timeline.
Standardization vs campaign-specific needs - The system needed to remain reusable while still allowing slight variations for different real estate campaign requirements.

Visual flexibility vs system consistency - We had to balance maintaining a flexible design approach while ensuring strict consistency across all landing pages.
Completeness vs delivery speed - Certain areas of the system had to be simplified in order to meet the 4-week delivery timeline.
Standardization vs campaign-specific needs - The system needed to remain reusable while still allowing slight variations for different real estate campaign requirements.

Constraint

Limited research depth - Only basic research inputs were available from the UX team, which limited deeper validation during system creation.
Fixed stakeholder decisions - Certain visual elements such as colors and typography were pre-decided by stakeholders, limiting exploration during the system design phase.

Limited research depth - Only basic research inputs were available from the UX team, which limited deeper validation during system creation.
Fixed stakeholder decisions - Certain visual elements such as colors and typography were pre-decided by stakeholders, limiting exploration during the system design phase.

Project goal

What we aimed for…

The goal of this project was to deliver a structured design system as per requirements while ensuring it followed core design principles and remained reusable across multiple campaign landing pages while maintaining consistency across projects.

Font Selection

Based on Internal Feedback

Font Decision

Needed a font that felt separate from the company’s main website typography for advertising campaigns.
Required a premium, minimal, clean, and easy-to-scan visual feel.
After exploring multiple options Satoshi was selected by stakeholders for being more distinctive and aligned with competitor research.

Needed a font that felt separate from the company’s main website typography for advertising campaigns.
Required a premium, minimal, clean, and easy-to-scan visual feel.
After exploring multiple options Satoshi was selected by stakeholders for being more distinctive and aligned with competitor research.

Colour

Based on WCGA Rule

Brand Colour

Primary and secondary brand colors were tested under WCAG contrast guidelines.
Both performed well on white and light grey backgrounds, making them suitable for headings, text, and key action elements.

Primary and secondary brand colors were tested under WCAG contrast guidelines.
Both performed well on white and light grey backgrounds, making them suitable for headings, text, and key action elements.

Design System Part

A small Part of

the Design System.

Following the research, here how I shaped the further solution.

My experience in the world of design across various industry

Impact analysis

Analysis

“We compared campaign delivery timelines before and after implementing the design system across multiple landing page launches. Design execution became significantly faster, with reduced dependency on senior designers and improved consistency across campaign outputs. The system enabled faster turnaround for new project launches while helping the team maintain a more structured and scalable design process.”

Outcome

Project

12+ Project was launched using this design system.

↓

Time line

Time line reduced from ~4 weeks to ~3 weeks average delivery time

Faster Iteration

Helped the team iterate faster using reusable components

Reduced ↓

Inconsistency

Improved consistency across campaign visuals

Take Away

Reflection

If I had more time, I would validate the system with more designers to improve its usability and documentation.
I’d also explore testing different landing page variations to better understand what drives higher engagement and lead generation.

Let’s Work Together

If you are building something meaningful, I’m all in.

ashishshiv.upadhyay@gmail.com

Lets Connect