Dear (none)Designer,

Welcome back to the fifty-second Design at Scale™ Newsletter – where we explore innovation and how design sparks real change in large organisations and agencies.

Many agencies still relying on template-based delivery and time-based billing face a critical challenge: when and how should they introduce a comprehensive design system to their clients? Clients increasingly see design systems as indispensable, yet agencies often cling to spreadsheets and hourly billing, missing huge opportunities for both themselves and their clients to scale effectively with automation. This creates a fundamental tension between the old business model and the promise of Design at Scale™ functional integration.

Tradition

The traditional agency approach, prioritising hours over outcomes, is hard to shift. Some agencies use third-party partners to deliver integrated design systems, but the old mindset persists: more hours mean more profit. However, leading agencies have started embracing a new paradigm, where the design system is delivered and the client is empowered to create pages independently. While this was once unthinkable, it is quickly becoming the standard—even for established names like BIMA, D&AD, and other prestige media.

Ironically, better design systems and stronger client integration can mean more work for the agency at first, as clients demand flexible, tokenised systems to drive internal transformation. According to our survey, eight out of ten FTSE 500 clients now require tokenised design systems and expect their agency partners to adopt this agile approach as well.

The main barriers for agencies are:

1. Fewer billable hours mean reduced short-term profit,
2. the need to offer a wider range of design options, and
3. a lack of internal capability or the challenge of relying on external knowledge.

These issues often result in agencies missing out on £1.5 to £2.7 million in revenue by failing to recognise the power of design systems in product-driven organisations. We therefore asked: How can agencies successfully sell a design system to a client?

The process can be broken down into three stages:

1. Mobilisation: Both sides analyse needs and define the right approach for collaboration.
2. Operation: Agencies and clients agree on delivery methods and focus on operational excellence.
3. Acceleration: Ongoing quality assurance, analysis, and measurement of each component ensures the system’s long-term value and alignment with key organisational goals.

The Design at Scale™ approach in this case transforms design from a billable service into a strategic asset, empowering agencies and clients to collaborate, innovate, and scale together in today’s rapidly evolving environment.

Welcome to Digital Transformation

In the fast-paced world of digital transformation, agencies that rely solely on template-based delivery often struggle with when and how to introduce comprehensive design systems to their clients. While clients increasingly see design systems as indispensable, some agencies still prioritise spreadsheet templates and billable hours, missing out on the immense value and scalability offered by automated design systems. This not only reduces their competitive edge but also prevents clients from scaling their own operations efficiently.

Key Takeaway
1 Design systems are essential for scalable growth.
2 Embracing a knowledge-first approach increases value for all.
3 Tokenised systems are now a client expectation, not a luxury.
4 Overcoming internal resistance unlocks new revenue and growth.
Mobilisation
Operation
Acceleration
5 A staged approach ensures smoother design system adoption.
6 Empowering clients creates long-term partnerships and trust.
7 Investing in new skills and partnerships increases agility.
8 Agility and collaboration are at the heart of Design at Scale™
9 Design at Scale™ transforms design into a strategic advantage.

For more information, please visit Designa at Scale™ – GRID Magazine, where you can find additional relevant articles that explore high-performing teams, self-organising teams of 001, teams of 010, and teams of 100 that deliver the value proposition within a product-led environment.