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.
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.
Our team
We're small by design. The people you meet are the people doing the work, and we stay close to the details the whole way through. When a project calls for something beyond our core team, we bring in trusted specialists we know and love working with.
Baseline was founded by Joey Banks, whose background spans design systems leadership at Twitter and Webflow and time as a Designer Advocate at Figma. We know what good looks like, and we know how hard it is to get there.
1500+
trainings completed since 2020
750+
companies we've partnered with
10+
years teaching systems & tooling
3,200+
Latest posts
Lessons we've learned along the way, and thinking from the systems we're in right now.
