Luna Borgo

Hi, I’m Luna — I build systems for teams that need to design at scale without losing their soul.

For over twelve years, I’ve helped brands turn creative vision into real experiences while building shared design languages that bring teams together.

Recent work

I joined Heineken in 2024, when we merged 40 regional B2B platforms into a unified global product ecosystem. I founded crate – Heineken’s global B2B design system. Shaping it from design tokens and workflows to, most recently, AI automations. I also led the brand application track and design culture, setting up frameworks and rituals that connected product, engineering, marketing and brand.

I enabled rapid scaling from 6 to over 245 contributors in two years, serving the three global Heineken products while keeping a strong design culture.

55% → 94% component health in 6 months
40 regional platforms → 1 global B2B platform
Voluntary adoption across 4 local Heineken markets
230% community engagement growth

Before that, at Adidas, I partnered with data science and engineering to design a unified product recommendation framework. What started as a quick experiment grew into a cross-team effort to build a reusable component and recommendation framework that blends smart algorithms with editorial input.

We replaced 10+ scattered carousels with one shared component, supporting 36 variations and driving significant yearly revenue.

Increased AOV by confidential percentage
10+ scattered carousels → 1 shared component

What I say

Design has been part of my life long before it became my career. Back when computers were still a multi-piece setup, I started a blog because I wanted to write — only to become completely obsessed with how it looked (and with all the GIFs I wanted to make).

Twelve years later, and after experiencing many faces of design — graphic, brand, service, digital — I use my experience and passion for craft to help brands design at scale. Away from screens, I shoot on film, listen to loud music, read books, drink coffee, and — above all — rub my cats’ bellies.

More about me:

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Their words

She doesn’t wait for direction; she identifies opportunities, helps shape strategy, and drives initiatives forward with clarity and purpose. She has a strong ability to operate at both the strategic and execution levels, ensuring vision translates into high-quality, scalable outcomes. She elevated standards, strengthened foundations, and consistently raised the bar for quality across the team.

Nicole Akin — Product director at Heineken

Luna played a key role in shaping premium guided selling experiences, contributing to crucial products that helped consumers confidently find the right products for their specific needs. What stood out most to me was her ability to balance future-thinking design with short-term feasible implementation. Luna is a valuable asset to any organization looking for a strong designer who can connect the dots across consumer experience, business strategy and technology.

Serena Isone — Sr. Product Manager at Adidas

Luna consistently delivers high-quality work with attention to detail, even when faced with complex challenges. Her ability to manage projects effectively, while maintaining strong relationships with stakeholders, ensures she consistently meets her goals.

Jesse de Jong — Design lead at Heineken

Luna is truly one of the most dependable and trustworthy people I have the pleasure of working with. Her ability to provide spot-on design advice and navigate complex situations is something I rely on wholeheartedly.

Andrew Silfkin — Product design lead at Heineken

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Thanks for the visit.

If you’d like to see more of my work, wanna partner for a project or just chat about design, send me a mail! I’d love to hear from you ^^

Enough work? Play pong

Luna Borgo — Portfolio

Recent work

Heineken

Adidas

What I say

Their words

Thanks for the visit.