Case Study · Themeable presskits · STARZ · Lionsgate
Themeable presskits: a reusable UI framework and component system that allowed STARZ and Lionsgate digital experiences to adapt to the visual identity of individual series while reducing production time and improving launch consistency.
The challenge
Digital launches for original series required highly branded experiences that captured the tone, identity, and visual language of each property.
Each launch introduced:
Without shared infrastructure, every project risked becoming a fully custom implementation, increasing:
The challenge was creating a framework flexible enough to support highly differentiated show branding while still enabling scalable production workflows behind the scenes.
Building a flexible experience system
The framework introduced reusable UI and frontend foundations that could adapt to the branding of each series without rebuilding experiences from scratch.
The system focused on separating structural interaction patterns from show-specific visual presentation.
This allowed experiences to share:
while still feeling highly customized to each property.
Designing for brand expression
Entertainment launches often required dramatically different visual treatments depending on the tone of the series.
The framework needed to support:
The theming architecture allowed:
to shift between properties while preserving shared implementation foundations underneath. This reduced the amount of fully custom frontend work required for each launch while still allowing strong creative differentiation.
Scaling creative production
A major focus was improving production scalability as launch volume increased.
The reusable framework reduced the need to repeatedly solve the same implementation problems across projects.
This improved:
The system allowed teams to spend more time refining the unique storytelling aspects of each experience rather than rebuilding common UI structures repeatedly. Production workflows became more scalable without reducing creative flexibility.
Collaboration between design and engineering
The work sat between creative services, brand marketing, frontend implementation, and experience design.
A key responsibility was translating highly visual creative direction into scalable frontend systems that could support multiple launches over time.
This required balancing:
The framework helped establish more consistent collaboration patterns between designers and developers during launch cycles.
Outcomes
The reusable framework significantly reduced production overhead while improving consistency across digital entertainment experiences.
Key outcomes included:
Most importantly, the framework allowed experiences to maintain a unique identity for each series without requiring entirely new frontend systems for every launch.
Long-term impact
The work established an early model for how flexible experience systems could support both strong creative differentiation and scalable implementation workflows.
The framework introduced reusable patterns for:
Many of the principles later applied to enterprise-scale design systems began here through the challenge of balancing consistency, flexibility, speed, and storytelling across rapidly evolving entertainment launches.
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