Creating Design Systems for AI
We build design systems for Claude and other AI tools that give your team a smarter, faster and more consistent starting point every time they use AI.
Stop briefing Claude from scratch every single time.
Claude is a powerful tool, but out of the box, it knows nothing about your brand, your clients or how you work.
Most teams using Claude do the same thing: open a blank chat, write a vague prompt and hope for something useful. Sometimes it works. More often, it produces something generic that needs significant reworking before it is fit for purpose.
A Claude design system changes that. It gives Claude the context it needs to produce work that actually sounds and feels like you – your tone, your clients, your standards.
What a Claude design system actually is.
It is a set of structured instructions, prompts and brand context that lives inside Claude as a persistent project.
Rather than briefing Claude each time from nothing, your team opens a project that already knows who you are, what you do and how you communicate.
A well-built Claude design system typically includes:
- Your tone of voice and writing style rules
- Your brand positioning and key messages
- Your client types and how to speak to each of them
- Templates for common outputs such as briefs, proposals and copy drafts
- Guardrails that stop Claude going off-brand or producing generic filler
The result is a version of Claude that behaves like a well-briefed team member rather than a cold tool you have to re-explain everything to every time you open it.
Who we build these for.
If your team uses Claude regularly but produces inconsistent results, a design system is the fix.
Marketing teams.
You need copy, briefs and campaign ideas produced quickly and on-brand. We build a Claude system that captures your voice so first drafts need editing, not rewriting.
Design and creative agencies.
Your output is judged on quality and consistency. We set Claude up with your brand language and client context so it supports your team rather than producing work that has to be binned.
In-house brand teams.
Guarding tone of voice across a large organisation is hard enough without AI making it worse. We build systems that keep Claude inside your brand guardrails.
Content and copywriting teams.
High-volume content output needs consistency at speed. We set up Claude projects with templates, audience profiles and tone guidance so your team produces more without compromising quality.
Small businesses without a team.
You are doing the marketing yourself and you do not have time to think deeply about every prompt. We build you a Claude setup that does the heavy lifting so you can focus on the business.
Agencies managing multiple clients.
Switching context between clients all day kills productivity. We build separate Claude projects for each client so your team steps into the right voice and brief immediately.
Why Claude produces poor results without a system behind it.
Claude is not producing bad results because it is a bad tool. It is producing bad results because nobody has told it enough about your business.
Out of the box, Claude will produce something that statistically resembles a good answer to your prompt. The problem is it has no idea who you are, who your clients are, or what good looks like for your organisation.
Common symptoms of a Claude setup with no design system:
- Copy that sounds generic and could belong to any business in your sector
- Tone of voice that shifts from prompt to prompt
- Outputs that require heavy editing before they are usable
- Team members prompting differently and getting wildly different results
- Time saved on the first draft lost entirely in the editing stage
- Nobody confident enough in the output to use it without checking everything
These are not Claude problems. They are briefing problems, and a design system solves them.
What we build for you.
We do not hand you a prompt library and leave you to figure it out. We build a working system.
Brand and tone audit.
Before we build anything, we review your existing brand guidelines, written collateral and any examples of content you are proud of. This is the raw material for your Claude system.
System prompt construction.
We write the core Claude system prompt that defines who you are, how you communicate and what Claude should and should not do when working on your content.
Project and knowledge setup.
We build out the Claude project structure, including uploaded brand documents, reference materials and example outputs so Claude has the context it needs before anyone types a single prompt.
Output templates.
For your most common tasks – copy briefs, blog drafts, social posts, proposals – we build templated prompts your team can use immediately without having to think about how to ask.
Team training.
A system is only useful if your team knows how to use it. We run a practical session so everyone understands how the system works and how to get the best from it day to day.
Ongoing refinement.
As your brand evolves and your team learns what works, we update and improve the system. A Claude design system is not a one-off job; it gets better the more you use it.
All brands should have a design system for use across print and digital marketing collateral.
Claude Design takes this to the next level – a purpose-built design system lets you explore design elements through to near-production levels, which you can then pass off to our design or development team to turn into production-ready elements. If you’d like to have a chat about how we can help your set up your design system in Claude, book a call.
How we set it up.
A straightforward process that gets your Claude system live and working quickly.
1. Discovery.
We talk through how your team currently uses Claude, what you produce most often and where the results are falling short.
3. System build.
We write your system prompt, structure your Claude project and upload the knowledge files and templates your team needs.
5. Handover and training.
We hand the system to your team with a practical walkthrough so everyone knows how to use it from day one.
2. Brand review.
We go through your brand guidelines, existing copy and any reference material that shows what good looks like for your business.
4. Testing and refinement.
We run your most common tasks through the system, review the outputs and adjust until results are consistently on-brand.
6. Ongoing support.
We stay available to refine the system as your needs change, add new templates and help your team get more from it over time.
Common problems we fix with a Claude design system.
Most teams know Claude should be saving them time. The reason it is not is almost always a setup problem, not a Claude problem.
We regularly help clients who are dealing with issues such as:
- Claude producing copy that does not sound like the brand
- Everyone on the team prompting differently and getting different results
- Too much time spent editing outputs that should have been usable first time
- No consistent process for how AI fits into the content workflow
- New team members struggling to use Claude effectively without guidance
- Outputs that are technically fine but lack any commercial sharpness or personality
If Claude is in use but results are frustrating, the system is the problem. We fix the system.
We’ll build you a Claude setup that actually works.
We have been working in branding and design for over 25 years. We know what a brand voice looks like and how to translate that into something Claude can understand and apply consistently.
Why work with an agency to build your Claude design system.
You could build a Claude project yourself. The question is whether it will actually do what you need it to do.
Writing a system prompt that genuinely captures a brand voice takes the same skills as writing brand guidelines. Getting Claude to stay inside those guardrails consistently requires testing and refinement that most teams do not have time for.
Working with Toast gives you:
- 25 years of brand and design experience applied to your Claude setup
- A system built on real outputs, not guesswork
- Prompts and templates written by people who understand copy and brand
- A tested, working system rather than a rough starting point
- Training so your team can use it confidently from day one
- Ongoing support as Claude evolves and your needs change
You do not need a prompt engineer. You need someone who understands your brand and knows how to brief Claude properly.
Claude design systems for UK businesses and marketing teams.
We work with UK businesses, agencies and marketing teams that want Claude to produce better, more consistent and more on-brand outputs across their content and communications.
Whether you need a full Claude project built from scratch, an existing setup improved, or prompt templates developed for your team, we can help you get significantly more value from the tool you are already paying for.
If you are searching for Claude setup for marketing teams, AI brand systems, or how to make Claude write in your brand voice, you are in the right place.
