01Global
Turning a week of multi-brand production into minutes.
A centralised Figma system that made hundreds of cross-channel assets faster, safer and easier for the whole team to produce.
- My role
- Lead Product Designer
- Industry
- Media & entertainment
- Focus
- Design operations, Automation
- Scope
- App, web, TV, smart speakers and in-car
The short version
The case in three moves.
- Challenge
- A fragmented, tool-heavy workflow put deadlines and brand consistency at risk—especially when 12 new stations and three refreshes landed in one release.
- Leadership
- I audited every channel with its owners, removed redundant requirements and worked with a senior designer to encode the remaining logic in Figma.
- Outcome
- The team could produce more than 300 correctly named, engineering-ready assets per brand in 10–15 minutes instead of roughly a week.
01 / Context
Complexity had become the process.
Global needs digital assets across app, web, television, smart speakers and car platforms whenever a station launches or rebrands. Designers were navigating a long process document and working across Sketch, Photoshop and Illustrator—often in tools they did not use day to day.
The task felt bigger than it needed to be. It also introduced real delivery risk: slow production, duplicated work and inconsistent outputs at the point when multiple brands had to move together.
02 / Approach
Audit the need before automating the task.
After migrating the design team to Figma, I worked with representatives from every digital channel to audit the asset inventory. We found obsolete assets, assets that could serve more than one purpose, and differences between parent and sister brands that did not need separate production.
I consolidated the validated requirements into one Figma template. Master components controlled logos and backgrounds; naming conventions matched engineering requirements; and exports landed in a ready-to-use folder structure.
- Remove assets that no longer served a live touchpoint.
- Reuse cross-purpose assets instead of recreating them.
- Turn brand changes into component updates rather than manual edits.
03 / Impact
Less production work. More room for useful work.
The completed template reduced a week-long task to 10–15 minutes per brand while generating more than 300 assets. Structured exports meant engineering teams received correctly formatted files immediately.
Quality and consistency improved, and issues became much easier to fix centrally. The approach was refined with every release and helped demonstrate Figma’s value beyond Product Design, encouraging wider adoption in Marketing.
04 / Learning
Efficiency can be a creative strategy.
Removing repetitive work gave the brand team more freedom to explore new ideas quickly. The lasting lesson was not simply to automate an existing workflow, but to question the inventory, language and ownership behind it first.