Systems, strategy, and training for teams building what comes next.
A good design system makes better products possible, and makes the people building them quicker and more sure of their own decisions.
We work on the foundations underneath: components and tokens, governance, the workflows that keep a system healthy, and the training that helps your team run it without us in the room.
Systems are our thing, but people are the point.
Every engagement mixes those differently, depending on where a team is in the life of their system. Some come to us with a library that needs restructuring. Some have the library already and need a team that knows how to run it. And some have a design system strategy question that has to be settled before any of the building makes sense.
Systems are our thing, but people are the point.
Every engagement mixes those differently, depending on where a team is in the life of their system. Some come to us with a library that needs restructuring. Some have the library already and need a team that knows how to run it. And some have a design system strategy question that has to be settled before any of the building makes sense.
Systems are our thing, but people are the point.
Every engagement mixes those differently, depending on where a team is in the life of their system. Some come to us with a library that needs restructuring. Some have the library already and need a team that knows how to run it. And some have a design system strategy question that has to be settled before any of the building makes sense.
Systems are our thing, but people are the point.
Every engagement mixes those differently, depending on where a team is in the life of their system. Some come to us with a library that needs restructuring. Some have the library already and need a team that knows how to run it. And some have a design system strategy question that has to be settled before any of the building makes sense.
Services
We love big, ambitious projects. We work alongside teams on component architecture, token structure, governance, and the harder questions that come with a design system read by designers, engineers, and AI agents alike. That last group is new, and it raises the stakes on precise naming.
Learn more about training, consulting,
or schedule a quick call.
Learn more about training, consulting, or schedule a quick call.
Systems
Audits
Architecture
Tokens
Documentation
Governance
AI + code
Systems
Audits
Architecture
Tokens
Documentation
Governance
AI + code
Strategy
System strategy
Brand + product
Roadmapping
Team structure
Adoption + rollout
Executive alignment
Strategy
System strategy
Brand + product
Roadmapping
Team structure
Adoption + rollout
Executive alignment
Training
Design tooling
System training
Team workshops
Cross-tool workflows
Live cohorts
Custom training
Training
Design tooling
System training
Team workshops
Cross-tool workflows
Live cohorts
Custom training
Our design team couldn’t be happier with Baseline’s guidance. Everyone now has a strong understanding of the tooling and components behind our work, and we were even able to build our internal design system along the way. Baseline was thoughtful, clear, and incredibly helpful throughout. We’d highly recommend partnering with them for Figma training and design systems work.
Skye Gould
Director of Graphics, The Athletic
Our design team couldn’t be happier with Baseline’s guidance. Everyone now has a strong understanding of the tooling and components behind our work, and we were even able to build our internal design system along the way. Baseline was thoughtful, clear, and incredibly helpful throughout. We’d highly recommend partnering with them for Figma training and design systems work.
Skye Gould
Director of Graphics, The Athletic
Our design team couldn’t be happier with Baseline’s guidance. Everyone now has a strong understanding of the tooling and components behind our work, and we were even able to build our internal design system along the way. Baseline was thoughtful, clear, and incredibly helpful throughout. We’d highly recommend partnering with them for Figma training and design systems work.
Skye Gould
Director of Graphics, The Athletic
We keep the team small. Not the thinking.
We’re a small team of senior practitioners who stay close to the work, with a few trusted people we bring in when a project calls for it.
We keep the team small. Not the thinking.
We’re a small team of senior practitioners who stay close to the work, with a few trusted people we bring in when a project calls for it.
We keep the team small. Not the thinking.
We’re a small team of senior practitioners who stay close to the work, with a few trusted people we bring in when a project calls for it.
We keep the team small. Not the thinking.
We’re a small team of senior practitioners who stay close to the work, with a few trusted people we bring in when a project calls for it.
Our team
We're small by design, and we stay close to the details the whole way through. When a project calls for something beyond our core team, we bring in specialists we know and love working with.
Baseline was founded by Joey Banks, who led design systems at Twitter and Webflow and was a Designer Advocate at Figma.
Joey Banks
Founder, CEO
Joey Banks
Founder, CEO
Kristen Banks
Kristen Banks
COO
COO
Murphy Trueman
Murphy Trueman
Director of Design Systems
Director of Design Systems
Noelle Lansford
Noelle Lansford
Strategic Partner, Shep
Strategic Partner, Shep
1,500+
trainings led
since 2020
trainings led since 2020
750+
companies we’ve partnered with
10+
years teaching systems + tools
3,200+
people taught in our courses
live course participants
Notes on design systems
Writing from inside the work: what’s changing, what still holds, and what the day-to-day looks like right now.
Notes on design systems
Writing from inside the work: what’s changing, what still holds, and what the day-to-day looks like right now.
Notes on design systems
Writing from inside the work: what’s changing, what still holds, and what the day-to-day looks like right now.
Notes on design systems
Writing from inside the work: what’s changing, what still holds, and what the day-to-day looks like right now.
Latest posts
Lessons we’ve learned along the way, and thinking from the systems we’re in right now.
Let’s work together.
Tell us where your team’s at and what you’re running into. There’s no wrong stage to reach out at, whether you’re partway through a stalled rollout or just starting to picture what a system could be. We’ll tell you honestly if we’re the right fit.
Let’s work together
Tell us where your team’s at and what you’re running into. There’s no wrong stage to reach out at, whether you’re partway through a stalled rollout or just starting to picture what a system could be. We’ll tell you honestly if we’re the right fit.
Let’s work together
Tell us where your team’s at and what you’re running into. There’s no wrong stage to reach out at, whether you’re partway through a stalled rollout or just starting to picture what a system could be. We’ll tell you honestly if we’re the right fit.
Let’s work together
Tell us where your system’s at and what you’re running into. There’s no wrong stage to reach out at. We’ll tell you honestly if we’re the right fit.
Send us a note
Notes on systems, craft, and the people behind them.
© 2026 Baseline Design, LLC
·
Made by hand in Framer
Notes on systems, craft, and the people behind them.
© 2026 Baseline Design, LLC
·
Made by hand in Framer
Notes on systems, craft, and the people behind them.
© 2026 Baseline Design, LLC
·
Made by hand in Framer
Notes on systems, craft, and the people behind them.
© 2026 Baseline Design, LLC
·
Made by hand in Framer