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This might take a bit. Still optimizing for speed :)
After a brand acquisition, unifying operations becomes critical. And yes, that includes design.
This project focused on merging two previously independent design teams into a single, shared system. The challenge was to enable designers to work across brands without slowing them down or diluting brand identity.
The goal was simple: one design operation for multiple brands with zero friction.
The result was an internal design powerhouse instead of isolated, brand-specific silos.
One System, Two Brands
To unify the teams, I designed a shared key visual system that both brands could use without losing their individual character.
The foundation stayed the same, while brand identity was expressed through controlled variations: color, super-graphics, and chromatic treatment.
This allowed assets, templates, and workflows to be shared safely across teams.
Design once. Deploy everywhere.
A Structured Key Visual
Every key visual followed a fixed structure:
Background, mid-ground, foreground, effects and color grading.
This consistency allowed designers to work fast, automate safely and collaborate without breaking layouts or templates.
Automation With Human Control
Photoshop actions and scripts handled repetition: brand switching, resizing, exports and delivery.
Designers focused on composition and quality.
Scripts handled the rest.
Each key visual was reviewed by a designer before entering the system, keeping automation efficient without sacrificing creative oversight.
From Days to Hours
Before automation, producing a single campaign could take days.
Key visuals, resizing and banner production all required manual effort.
With the new system, key visuals were created in hours and resizing was removed entirely from the design workflow. Templates and brand platforms handled distribution, while marketing teams worked independently.
For select campaigns, data feeds and agentification pushed this even further, enabling near-instant content generation.
The result was faster campaigns, shared assets, reduced licensing costs and one unified design operation working at scale.
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