Hallam Improved Speedo’s Website Design System

Hallam was helping the world’s leading swimwear brand Speedo to improve its design output with design systems.

Rachel Starling – Assistant Digital Experience Manager, Pentland Brands said:

Together we’ve collated user data, industry best practices, and a wide range of input from across the business to create a set of meaningful and easy-to-use guidelines.

Executive Summary

Speedo approached Hallam having identified that their website suffered from complex design and inconsistent user experience. Their team applied user experience (UX) best practices to provide a simple framework for scalable design and consistency across online channels.

The internal platform created by Hallam’s web team enabled one of the world’s best international swimwear brands to streamline how they used their brand across all digital channels and unite multiple stakeholders across numerous departments.

The Client

Speedo is part of Pentland Brands Limited which is the name behind some of the world’s best sports, outdoor and fashion brands. Speedo operates over 1,300 sports, fashion, and outdoor stores across 12 countries.

The Challenge

Speedo was facing complex design challenges in their business, all of which centered around the online digital brand experience.

In order to easily scale internal teams and deliver increasingly sophisticated digital campaigns and products, they needed a better way of managing design workflows and getting a clear definition of what makes a great user experience.

They Hallam is looking to achieve the following:

  • Improve consistency of their brand online and improve brand cohesion.
  • Remove the possible subjectiveness relating to how the brand was used online.
  • Create a visual framework for collaboration around which design, product and development teams could unite to drive better outcomes.

Hallam’s Approach

Hallam worked with internal teams to deliver a practical user experience framework delivered as a set of digital experience guidelines.

This design system gives internal teams at Pentland a common visual language around which they can collaborate on digital projects, deliver faster, and reduce waste.

From marketing teams through to design, content, and development, the digital experience guidelines help safeguard the brand, promote best practice user experience patterns, and provide a simple framework for scalable design delivered using a powerful, searchable drag-and-drop user interface.


Hallam provided a visual framework that allows teams to easily unite around a common design language. Multiple stakeholders, across numerous brands, were also united.


The digital experience guidelines and platform that were created will enable Speedo to streamline the use of their brand across all digital channels; which will allow the brand to maintain its integrity. It will be owned by the Pentland Digital team and will constantly evolve, based on user insights, so that it is always relevant.

About Hallam

Hallam is the first-ever agency to win back-to-back Grand Prix awards (having just claimed their third), an award determined by client feedback and ratings instead of an independent judging panel.

And these awards speak volumes for the results Hallam achieves. As a strategic partner, Hallam works with clients to grow their revenue through integrated digital marketing that’s steered by strategy and long-term vision.

Thanks to this expertise, Hallam is a trusted digital partner for leading brands like The United Nations, Suzuki, Speedo, and Boots.