After a successful Design Sprint, Goodwood wanted to apply the same level of design thinking across its entire digital presence.

While the initial UX/UI work focused on the Festival of Speed (FOS), they recognised the need for a cohesive design system that could scale across their full estate, including the hotel, restaurants, events and editorial content.

Working closely with Goodwood’s internal team, we developed a comprehensive design system rooted in the original FOS UX/UI foundations but flexible enough to serve the diverse needs of the wider estate.

This involved identifying shared components, defining scalable design patterns, and establishing clear guidelines to ensure consistency without compromising brand personality. Collaboration was key to make sure the system addressed real-world needs and could be adopted smoothly.

The final design system provided Goodwood with a unified visual language and component library that brought consistency to the user experience across multiple touch points, from event pages to hospitality offerings, while allowing each business area to maintain its unique identity.

The system has since become a central part of Goodwood’s digital operations, enabling faster rollouts, improved usability and a more cohesive brand experience for users across the entire estate.