Luna Borgo — Portfolio
Hi, I'm Luna A designer focused on brand expression and scalable digital experiences. I build systems for teams that need to design at scale without losing their soul.
For over twelve years, I've helped brands to turn creative vision into real experiences while building shared design languages that brings teams together.
I am a founding member of Crate, Heineken's global B2B design system. I built everything from tokens and components to workflows and, most recently, AI automations - collaborating closely with engineers and a growing community of contributors.
I laid the foundation that now supports 235 contributors across 8 global product teams and OpCos. Crate has become the connective tissue for Heineken's digital product organization.
- Community engagement grew 230% in two years, while component health increased to 94% and SUS held at 70 — above the industry standard of 68.
- UK, Spain, and Vietnam adopted the system outside the original brief.
Next to Crate, I also led the creation of the brand framework and team culture that launched Eazle, Heineken's B2B platform connecting sales reps and customers across five markets.
I established the design principles and visual language guidance for the brand application, and built collaboration rituals that enabled rapid scaling while keeping a strong design culture.
- 40 disconnected regional platforms → 1. Four product lines using the same visual system across digital product and marketing.
- Design Jams became a quarterly team ritual – engagement grew 12× that year.
Working closely with designers, data science, and engineering, I led the concept and design of a unified framework that delivers the right products to the right customers across homepage, PDP, cart, and checkout.
The process started with rapid experimentation and evolved to a collaboration with the design system team to build a shared recommendation component: reusable, consistent, and built to last. The result is a system that balances algorithmic intelligence with editorial control.
- Redesigned a previously tested experiment and the UI update made it work – Confidential annual revenue..
- 10+ scattered recommendation carousels → 1 shared component. Supports 36 variations.
Led end-to-end UX/UI and brand projects across agency, freelance, and in-house environments. Built reusable UI kits to improve onboarding and developer collaboration, forming the foundation of my systems-oriented approach.
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2022–now
Senior Designer, Design Systems
Heineken · Amsterdam
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2019–22
Product Designer, Browse and Delight
Adidas · Amsterdam
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2016–19
UX/UI Designer
Aegon – HCL Technologies
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2016–19
UX/UI Designer
Atabix
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and a couple more...
Thanks for checking my pixels.
About me
Design has been part of my life long before it became my career. Back when computers were still a three-piece setup, a passion for reading and writing led me to start a blog – only to become completely obsessed with how it looked... and with all the gifs I wanted to make.
Twelve years later, my obsession with pixels hasn't gone anywhere. Today, I channel it into making design more sustainable – and more fun. With a systems mindset and a passion for craft, I move fluidly between strategy and hands-on, making sure what we imagine is actually something we can ship.
By combine storytelling, visual craft and genuine interest, I inspire and connect. Helping brands scale while creating the conditions for teams to do their best work.
Away from screens, I'm still a person: I shoot on film, listen to loud music, read a bunch of books while drinking a bunch of coffee, maintain an ever-evolving Japan itinerary I may or may not act on and enjoy living in Amsterdam with a husband (whom I've already converted into a designer) and two cats (still working on those).
ok here's my email if you think you need a cool designer hehe thanks bye ;*