# TW.MD
## Profile
Hello! I'm Thomas, a design and product leader with 20 years of experience. I'm currently VP, Design at Xero, leading AI and design systems. Previously, I was VP, Design at The Wall Street Journal and an independent consultant, working with clients including Apple, Sonos, MIT and early-stage startups.
## Approach
I've worked across both leadership and hands-on design, from Principal to VP, which has shaped how I approach both. I stay close to the craft while leading teams, with a strong focus on clarity, customer value and building products that scale.
I've worked across enterprise and 0–1, and more recently have focused on how AI is changing how we design and build products. I care about the human side of how teams operate, creating the conditions for teams to thrive, delivering at pace while maintaining a high standard of craft.
## Contact
Email: hello@thomaswilliams.co
LinkedIn: Thomas Williams
## Latest
– Rethinking thomaswilliams.co
– Reddit Digest App with Claude Code
– Xero wins a Black Pin at Best Awards
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# EXPERIENCE
## Xero
*October 2024 — Present*
In 2024, I joined Xero as a Principal Designer, working on key AI initiatives and design systems, while scaling craft across the design organisation. I also contributed to global initiatives including Xerocon and the XPAC AI Summit.
In early 2026, I was promoted to VP, Design (AI and Foundations), where I focus on Xero's AI initiatives, both on and off-platform. My work centres on rethinking how design operates in the age of AI, shaping both product experiences and the systems that support them. Recent initiatives include:
**Xero Design Language**
I led the creation of the new foundational Xero Design Language (XDL). It includes a reimagined colour palette, typography, grid system and over 300 custom icons. The system is fully tokenised and integrated into Xero's coded components and MCP server. It is currently being rolled out to over 4.8 million customers.
**Auto Bank Reconciliation**
Bank reconciliation is a core part of Xero's product experience. I co-led the design of an AI-powered workflow that removes significant manual effort and introduces a clear review layer for oversight of automated decisions. ABR saves customers up to 22 hours per month of time previously spent on manual reconciliation.
**Global Navigation**
My first initiative at Xero was the design of a new global navigation as part of a broader homepage uplift. This introduced a new information architecture and modernised the experience, as one of the first applications of Xero Design Language across core product surfaces.
**Craft & Mentorship**
During my time at Xero, I've made a conscious effort to invest in people across the design organisation. I've led programmes to scale craft and support career development through a bespoke mentorship programme. These initiatives are ongoing and have strengthened both capability and culture.
## TW&CO.
*November 2021 — Present*
In 2021, I founded Thomas Williams & Co., my independent design consultancy, where I've partnered with clients across Australia and North America. My work spans brand, product and systems, often bringing them together into cohesive, end-to-end experiences. Clients include global leaders such as Sonos, Patagonia and the Massachusetts Institute of Technology (MIT), as well as Australian brands like CAPI, FDC and early-stage startups. Highlights include:
**CAPI**
Through a multi-year engagement with Australian beverage brand CAPI, I evolved their brand identity and strategy, developing systems across product, digital and social.
During this time, I led the development and launch of new products, including a complete redesign of their core range and sustainable packaging. I also designed and built a bespoke headless e-commerce platform to support the brand's digital experience.
**Sonos**
In collaboration with Los Angeles-based Hype Type Studio, I designed a bespoke brand guidelines platform for Sonos. The site was used internally to manage brand assets and usage, including typography, photography, colour and illustration.
The platform was designed to align closely with Sonos's approach to typography and user interface design and was fully responsive across desktop, tablet and mobile. I also contributed to a range of additional brand work for Sonos, including packaging and the IPO keynote.
**MIT**
I worked with MIT's Martin Trust Center for Entrepreneurship to design and implement a new internal design system for their web-based student and candidate experiences. Built on the global MIT brand guidelines, the system unified a number of previously disconnected platforms into a more cohesive end-to-end experience.
This created a flexible foundation that could scale across programmes, improving usability while maintaining alignment with the broader MIT brand.
## MEASURED
*June 2023 — December 2025*
In 2023, I co-founded MEASURED, a publication and brand consultancy focused on premium spirits, liqueurs and non-alcoholic beverages. Built from 0–1, it quickly gained traction in the industry and attracted both local and global brands. In late 2025, I stepped away from MEASURED to focus on my role at Xero. The publication and consultancy continue under my co-founder's leadership.
**Publication**
MEASURED includes measured.guide and a suite of social channels, centred on high-production, video-first content, generating over 3 million organic views. As Creative Director, I also developed the MEASURED brand identity and led its end-to-end implementation.
**Brand Consultancy**
Through the editorial platform, the consultancy quickly gained traction, with clients including Starward Whisky, Oatly, Brown-Forman (Diplomático) and StandardX Hotels. Projects included bespoke content creation, brand strategy and on-site activations.
## APPLE
*April 2023 — March 2024*
I was engaged across multiple contracts as a Design Consultant at Apple, working on projects spanning Apple Pay Transit, Apple Watch and iPhone. My work contributed design and creative direction across apple.com, TVC, the App Store and in-store activations.
Due to the confidential nature of the work, I'm unable to share specific details.
## WSJ
*October 2015 — November 2021*
As VP of Design, I led and scaled a multidisciplinary team of design directors, product designers and UX researchers, contributing to the digital transformation of the WSJ newsroom and its core products. Key initiatives included:
**WSJ Native Apps**
I established the design direction for the WSJ native apps redesign and led the work through to launch. The project resulted in a 200% increase in time spent in the news feed and a 667% increase in time spent reading articles, and received a Webby Award from the Academy of Digital Arts and Sciences.
**Apple News+**
As a launch partner and the first North American news publication on Apple News+, I led design for WSJ and WSJ Magazine. The partnership involved close collaboration with Apple on new editorial experiences, resulting in a multi-million dollar subscriber revenue stream.
**Apple Pay**
In partnership with Apple, I led a redesign of the WSJ subscription experience to coincide with the launch of Apple Pay on mobile. This drove a 35%+ increase in mobile subscription revenue.
**WSJ Mobile Ad Experience**
I led the design of a new mobile advertising platform, unlocking new revenue opportunities for Dow Jones and enabling B2B partnerships with brands including Amazon, Lexus and Ralph Lauren.
**WSJ Video**
I established a new design system and visual identity for WSJ Video, enabling faster and more consistent content production. This resulted in a 150% increase in video engagement, with the work later featured in an Emmy-winning documentary by Joanna Stern.
**WSJ Design System**
As part of a broader digital newsroom transformation, I led the creation and implementation of an end-to-end design system used across WSJ products, including WSJ.com, native apps and off-platform experiences.
## MADE
*January 2011 — December 2018*
In 2011 I founded Made Publishers, an independent publishing company producing the journals Process, MADE and Nourished. The publications were stocked by more than 150 retailers worldwide, including MoMA in New York and the Design Museum in London.
As Founder and Editor-in-Chief of Process, my work was recognised internationally, receiving awards from AGDA, Mohawk Paper and the Victorian Premier, and featured in publications from Unit Editions, Gestalten and Thames & Hudson.
**Process Journal**
As the first publication from Made Publishers, Process Journal was self-funded and sold out shortly after launch. As Editor-in-Chief, I was responsible for the content, creative direction and design across all 12 editions.
Published quarterly, Process featured in-depth interviews with leading designers, offering insight into their work and creative process. Each edition was meticulously typeset and produced using specialist printing techniques, including six-colour processes, embellishments and premium paper stocks.
**MADE**
MADE focused on documenting the work of contemporary creatives across design, architecture, fashion, interiors, photography and food. I led the design of the publication, shaping its visual language and editorial tone.
The publication featured in-depth profiles and interviews, with a strong emphasis on typography, photography and composition, creating a rich and engaging reading experience.
**Nourished Journal**
Nourished explored health, wellbeing and lifestyle through editorial, interviews, recipes and travel. I led the design of the publication, partnering with Editor-in-Chief Amber Hourigan on content and creative direction.
The design combined traditional editorial influences with contemporary typography, supported by commissioned photography and a mix of coated and uncoated stocks to create a distinct tactile experience. In addition to print, Nourished was released digitally on the App Store with a dedicated native app.
## More
For additional roles and employment prior to 2011, please see my LinkedIn. For my previous site please visit archive.thomaswilliams.co.
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# COLOPHON
## Build
Design: Thomas Williams
Development: Thomas Williams, Claude Code
Typography: GT Flexa Mono, Grilli Type
Hosting: Vercel
## Log
V1.0 — April 8, 2026
## Personal
Outside of my work, I have a strong interest in photography (Fuji X) and travel, especially when combined. I also love analogue machines, particularly mechanical watches and old Land Rovers.
That said, you've made it this far…perhaps we should talk? You can email me at hello@thomaswilliams.co