Context
CRH Build is a web delivery operating system. Primary users are founders and leadership teams that need premium digital execution on constrained timelines without sacrificing craft. Secondary users are internal or partner teams responsible for design implementation, QA, and launch.
Problem
Premium sites are still often built as one-off projects. That increases schedule risk, drives inconsistent quality, and creates avoidable rework between strategy, design, and development. There was no repeatable framework that maintained an editorial-level bar while improving speed and alignment.
Your Role
- Led framework and design system design
- Designed foundation layer (tokens, spacing, typography, grid) and component layer (heroes, case-study flows, cards, CTAs, nav)
- Built motion layer (scroll reveals, transitions, depth; performance and reduced-motion considered)
- Defined production layer (content models, checklists, QA, handoff)
Approach
I designed it as a delivery system, not a template theme. Principles: systemized quality (non-negotiable standards for type, layout, interaction, accessibility); modular flexibility (composable blocks so each site stays distinct while core architecture is stable); operational clarity (decision gates for content readiness, QA, release). Foundation, components, motion, and production work as one framework.
Outcome
Prototype in active use. Core framework and modules are proven across multiple launches; current focus is governance patterns and component coverage. Next: expand component registry, formalize performance budgets and accessibility as release gates, add analytics for cycle time and launch quality.