When we were brought into the work, there wasn’t a traditional brief, just a conversation about future needs. We didn’t have defined deliverables or clear rules yet, only an understanding that the system would need to flex across many use cases while staying consistent enough to support automated translation.

I helped bring structure to the ambiguity by translating an open-ended, hour-long conversation into a clear plan for the internal team. From there, we aligned on building a system rooted in simplicity and repeatability, prioritizing clarity so the work could scale without becoming brittle or confusing.

We leaned into a strong grid as the backbone of the system, allowing layouts to remain consistent while still feeling flexible. Product UI elements were treated like a sticker sheet that could easily snap into place, supporting the strict templating requirements without limiting creative range. To balance structure with storytelling, we paired more human, photography-led compositions for upper-funnel moments with more product-forward layouts for lower-funnel needs, giving the system range without losing cohesion.