Depop
Depop
One design system for brand, product and partners
Project Overview
Depop is the fashion marketplace where millions of people buy and sell secondhand style. In 2026 we worked with its brand team to build one design system: sixteen chapters covering how Depop looks, sounds, moves and ships.
Brand, product and partner rules now sit in one place, written to one standard and open to everyone in the company.
Challenges & Objectives
Depop's rules were spread across PDFs, Figma files and the iOS codebase. Each team knew its own corner. Nobody had the whole picture.
Marketing needs the right logo file. A copywriter needs the voice rules. An engineer needs the component. A partner needs the co-branding lockup. The system had to serve all of them: find anything in seconds, understand a rule without a designer in the room, and leave with the asset in hand.
Scope
System structure, navigation and homepage; one chapter template and its component kit; sixteen chapters across brand, product and partners, all designed in Figma; searchable icon and illustration libraries.
Depop
One design system for brand, product and partners
Project Overview
Depop is the fashion marketplace where millions of people buy and sell secondhand style. In 2026 we worked with its brand team to build one design system: sixteen chapters covering how Depop looks, sounds, moves and ships.
Brand, product and partner rules now sit in one place, written to one standard and open to everyone in the company.
Challenges & Objectives
Depop's rules were spread across PDFs, Figma files and the iOS codebase. Each team knew its own corner. Nobody had the whole picture.
Marketing needs the right logo file. A copywriter needs the voice rules. An engineer needs the component. A partner needs the co-branding lockup. The system had to serve all of them: find anything in seconds, understand a rule without a designer in the room, and leave with the asset in hand.
Scope
System structure, navigation and homepage; one chapter template and its component kit; sixteen chapters across brand, product and partners, all designed in Figma; searchable icon and illustration libraries.
Client
Depop
Industry
Fashion Marketplace
Services
UX/UI Design
Design Systems
Brand Guidelines
Platform
Figma
Timeline
1 month
Year
Client
Depop
Industry
Fashion Marketplace
Services
UX/UI Design
Design Systems
Brand Guidelines
Platform
Figma
Timeline
1 month
Year

Our Approach
We worked inside Depop's team for four weeks, alongside a product manager, a designer and an art director. Week one was structure: what goes in, what it's called, who looks for it.
Then we designed one chapter template and held every subject to it: a short headline, a one-paragraph summary, the rules, the assets, a do and a don't. Logo, colour, voice and components all read the same way. Use one chapter and you can use them all.
The System
Three pillars, named after who needs them. Brand holds eleven chapters, from logo to image library. Product holds four: foundations, components, patterns and app screens. Partners covers co-branding, colour pairings and content rules.
The chapters point to each other. Foundations takes its type scale from Typography. Patterns are built from Components and Illustration. Motion borrows its first rule from Tone of Voice: expressive, not excessive. That is what makes it a system and not a folder.
Our Approach
We worked inside Depop's team for four weeks, alongside a product manager, a designer and an art director. Week one was structure: what goes in, what it's called, who looks for it.
Then we designed one chapter template and held every subject to it: a short headline, a one-paragraph summary, the rules, the assets, a do and a don't. Logo, colour, voice and components all read the same way. Use one chapter and you can use them all.
The System
Three pillars, named after who needs them. Brand holds eleven chapters, from logo to image library. Product holds four: foundations, components, patterns and app screens. Partners covers co-branding, colour pairings and content rules.
The chapters point to each other. Foundations takes its type scale from Typography. Patterns are built from Components and Illustration. Motion borrows its first rule from Tone of Voice: expressive, not excessive. That is what makes it a system and not a folder.


Brand
Eleven chapters cover how Depop looks, sounds and moves. Each one puts the rule and the asset in the same place. Colour sets four colours, a 60/30/10 balance and the contrast pairings that pass WCAG AA. Typography maps one typeface and two weights to thirteen styles, each with a job. Tone of Voice teaches by example: three qualities, each shown as real product copy, do and don't side by side.
The libraries are searchable. 132 icons and 67 illustrations, found by name or by need (type "refund" or "can't log in") and downloaded on hover.
Brand
Eleven chapters cover how Depop looks, sounds and moves. Each one puts the rule and the asset in the same place. Colour sets four colours, a 60/30/10 balance and the contrast pairings that pass WCAG AA. Typography maps one typeface and two weights to thirteen styles, each with a job. Tone of Voice teaches by example: three qualities, each shown as real product copy, do and don't side by side.
The libraries are searchable. 132 icons and 67 illustrations, found by name or by need (type "refund" or "can't log in") and downloaded on hover.


Product
Four chapters connect the brand to the app. Foundations documents the tokens behind Depop's iOS design system: a 4px spacing rhythm, three radii, three icon sizes. Components shows each building block live, next to the SwiftUI code that ships it. Patterns turns them into ready-made moments: empty states, errors, confirmations, onboarding.
App Screens closes the loop. Sixteen production screens that anyone can export for a deck or a campaign mock, without asking a designer.
Product
Four chapters connect the brand to the app. Foundations documents the tokens behind Depop's iOS design system: a 4px spacing rhythm, three radii, three icon sizes. Components shows each building block live, next to the SwiftUI code that ships it. Patterns turns them into ready-made moments: empty states, errors, confirmations, onboarding.
App Screens closes the loop. Sixteen production screens that anyone can export for a deck or a campaign mock, without asking a designer.


Partners
When Depop works with another brand, the rules travel. Approved colour pairings, fallback typefaces for partner channels, a co-branding lockup with the partner's logo first, and six content rules for anything made with Depop's name on it.
Partners
When Depop works with another brand, the rules travel. Approved colour pairings, fallback typefaces for partner channels, a co-branding lockup with the partner's logo first, and six content rules for anything made with Depop's name on it.


Deliverables
System structure and navigation for Brand, Product and Partners
Homepage with search and chapter cards
One chapter template and its component kit
Sixteen designed chapters
Searchable icon and illustration libraries with hover-to-download
Token, component and pattern documentation for iOS
Partner and co-branding guidelines
Outcome
Depop now has one system where there were many sources. The logo comes with its rules, the voice comes with examples, and the components sit next to the brand they belong to.
Anyone in the company can open it, search it and leave with the right asset. The design team spends less time answering "which logo?" and more time designing.
Deliverables
System structure and navigation for Brand, Product and Partners
Homepage with search and chapter cards
One chapter template and its component kit
Sixteen designed chapters
Searchable icon and illustration libraries with hover-to-download
Token, component and pattern documentation for iOS
Partner and co-branding guidelines
Outcome
Depop now has one system where there were many sources. The logo comes with its rules, the voice comes with examples, and the components sit next to the brand they belong to.
Anyone in the company can open it, search it and leave with the right asset. The design team spends less time answering "which logo?" and more time designing.
Key results
16
chapters in one system
199
icons and illustrations, all searchable
3
audiences: brand, product, partners
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