At monday.com, marketing teams relied heavily on showing the platform in every campaign - but the assets being built were inconsistent, unscalable, and held together by copy-paste from outdated Figma boards. No system. Just workarounds. The solution was clear: monday.com needed a standalone marketing design system - built on the product's design principles, but adapted to the specific needs of marketing. Built in Figma using atomic design methodology - foundations, components, and organisms - giving any designer the ability to build any marketing asset quickly, consistently, and at the right quality standard.

With AI revolution, a new world of capabilities opened up - and restructured the way we look at design systems and workflows. 
We chose to craft a different design system, layered, scalable and dynamic, that offered multiples ways to create, for different roles - without ever compromising our standards.

Clay is a design enablement platform living in Figma, Storybook, and GitHub, powered by skills, rules, and AI agents. Built together with a team of 3 designers, an AI design expert, and a design system specialist. Connected to GitHub. Documented. Shipped.

The system was built on a tiered model:
A locked Foundations layer at the core — containing the design principles, primitives and tokens that define the brand. Governed strictly with a clear review and publish protocols. On top of foundations, four Verticals branch out — Clay Web, Clay Creative, Clay Lifecycle, and Clay Platform — each building on the foundation, each serving a different part of the marketing engine. Keeping one source of truth while giving freedom to designers, partners and company wide roles.

Clay became the single source of truth for monday.com's marketing design - used across the full design team and PMMs, with a roadmap to expand across the entire marketing engine. It kept designers as the creative authority while enabling the broader organization to move faster, at a higher standard, and at scale.