Design system map

Mapped to BA’s real system.

This maps my build against British Airways’ public design traces and the role’s own words, layer by layer. The right column names the source for each claim. BA’s internal CRM email system is not public, so it is reconstructed, and marked as such.

  • World of Flight: Further’s digital vision for BA, to “translate 100 years of service to the digital world.” It designed the flight-buying flow, Manage My Booking, and a content strategy and look for travel-ready emails that carry a customer from purchase to lift-off. 1
  • The British Airways Club: the 2025 loyalty rebrand. Executive Club became the British Airways Club, with a new logo built from crossing great-circle flight paths that form a ‘C’, a refreshed palette, and Tier Points earned on spend. 2 3
  • Brand primitives: Midnight Blue as the structural colour, Speedbird Red held for semantic moments, and Mylius Modern, BA’s bespoke typeface by Monotype. 4 6
01The mapping
# Mine BA’s (source) Grounded in
1 Brand primitives: Midnight Blue, Speedbird Red, Executive Club gold, a tight 4 to 8px radius, Nunito for the unlicensable Mylius BA’s real palette, and Mylius Modern, the bespoke Monotype typeface used across BA Brand guidelines 4, ai_cv capture 7
2 Semantic token contract: a brand-agnostic interface every component builds against The digital design language behind the “next 100 years” vision, one system across app, web and email Further 1
3 ★ Component library: over 150 bulletproof email components behind a ten-check core gate “Own and evolve the CRM email component library, patterns and guidance” The role 5
4 One source, two projections: live CSS on the site, compiled inline in the email Email that is technically feasible, built with Engineering The role 5
5 Three journeys: travel-ready lifecycle, disruption and servicing, Executive Club loyalty BA’s real CRM streams: Further’s travel-ready emails, servicing comms, and the Club programme Further 1, BA Club 2
6 Governance in the files: semantic-only, contract-first, a promotion rule, adoption across teams “Advocate for and support adoption of email standards” and “participate in workshops and collaborative sessions” The role 5
02Why this lands for the role
  • Row 3 is the pitch. The role is to own and evolve a CRM email component library. 5 I built one: over 150 render-proofed components behind a ten-check core gate. The three emails here are compiled from it, not mocked up.
  • Row 5 is BA’s own frame. Further designed a content strategy for travel-ready emails, from purchase to lift-off. 1 My first journey, The Approach, is exactly that stream, built and playable.
  • Row 1 follows the current brand. The emails wear real Midnight Blue and reserve gold for loyalty, matching the discipline of the 2025 Club rebrand. 2 No BA photography, and the Speedbird mark is never reproduced.
03Caveat

BA’s internal email system and its component library are not public. This maps my build to the role’s own words and to public brand traces: Further’s World of Flight work, the 2025 British Airways Club rebrand, and BA brand guidance. Midnight Blue is captured as #011e41 in the ai_cv token spec; some public references cite a lighter navy near #01295c. The build uses the ai_cv value throughout. Mylius Modern is proprietary, so Nunito substitutes. I claim no access to BA’s internal system, and reproduce no logo or photography.

04Sources
  1. Further · British Airways: Designing a Digital Vision for the Next 100 Years: the World of Flight work, including the travel-ready emails content strategy.
  2. Creative Bloq · British Airways turns the hidden beauty of flight paths into a clever new logo design: the 2025 British Airways Club rebrand and new logo.
  3. Business Traveller · British Airways announces Executive Club rebrand and Tier Points revamp.
  4. British Airways brand guidelines, “The BA Way” (PDF): Midnight Blue, Speedbird, and the Mylius Modern typeface.
  5. British Airways Email Designer role, BA.com & App team, Commercial (captured from hackajob, 13 July 2026). The verbatim responsibility lines each exhibit answers.
  6. British Airways · Introducing the British Airways Club (official).
  7. ai_cv.md: my capture of BA’s public web brand tokens, Midnight Blue #011e41, Speedbird Red #eb2226, Executive Club gold #b8985a, Mylius Modern to Nunito.