Aligning Priority Pass and Collinson's digital ecosystem to deliver a unified global brand through scalable design strategy.
Driving innovation
Global airport experience provider Collinson Group Ltd provides travellers with exclusive, luxury airport experiences tailored to the discerning traveller. As products were being generated at pace with multiple designers and engineers joining rapidly, Collinson faced critical operational inefficiencies: design teams working in separate squads without communication, multiple solutions for identical features, and even designers within the same squads using different design systems.
As products were being generated at pace with new designers and engineers joining rapidly, the need for quick onboarding and unified standards became critical.
Unifying a multi-product complex ecosystem
Over 12 months, we embedded specialists directly into Collinson's product squads to eliminate silos and align objectives. This integration built relationships across senior stakeholders, product teams, marketing, and brand while addressing the core challenge: creating a multi-product design system supporting white-labeling and multi-brand needs without sacrificing consistency.
We developed a working method enabling teams to build at pace through continuous development and innovation. Our approach balanced standardization with flexibility across three phases.
Lay the groundwork
We empowered squad designers as domain experts to gather product knowledge and understand user needs. This phase focused on co-creating components while balancing design intent with technical feasibility. We established guiding principles recognizing that stressed airport travelers need intuitive experiences, so we removed complexity and focused on core jobs to be done.
Understand, compare, streamline
We audited existing products to eliminate design debt and inefficiencies. Through comprehensive cataloging of design assets and patterns, we identified multiple solutions for identical features. User feedback and analytics helped us evaluate usability and accessibility to meet both user needs and partner WCAG compliance requirements.
Build the semantic token foundation
Our semantic token system became the breakthrough: we could ingest any partner's brand colors and automatically generate consistent design languages. New brands could launch complete app experiences in hours instead of weeks. The three-tiered structure balances global consistency with local flexibility.
The success of this project was built on true collaboration between Collinson and 383. By seamlessly embedding themselves within our teams, 383 not only brought strategic and operational expertise but also helped us align on user-first, experience-led solutions. Their support was instrumental, not just in getting this project off the ground but in ensuring we delivered a globally consistent, scalable design system that empowers innovation and brand integrity across our digital ecosystem.
Innovation at scale
The design system team maintains core functionality globally, while product teams create specific patterns locally. This governance model improved speed to market, enhanced feature testing, and reduced onboarding time.
Beyond operational efficiency, the system positions Collinson competitively by enabling rapid innovation and creating a distinctive design voice across all products.
