Site Asset Production
Nine assets became one. What used to take days now takes hours.
One of many site placements the same image now powers dynamically.
The Problem
Before this project, every site placement required its own individually sized asset. A single campaign could mean up to nine separate files: desktop and mobile heroes, app and tablet views, banners, squares, and more, each built and exported by hand. For marketing, updating site content meant waiting on another team to manually swap assets across every placement. Changes that needed to be fast and responsive to market conditions were slowed by a production process that hadn't kept up.
Context
In early 2025, the backend system that powers site content was updated to support dynamic image resizing. A single asset could now be uploaded once and rendered at the correct dimensions across multiple placements automatically. What had required up to nine manually sized files now required one.
I was brought in to help make that change real for the design team: QA testing the new system alongside PMs and marketing partners, helping define the final asset sizes the new system required, and building the Photoshop templates designers would use to produce those assets.
The Approach
My work covered three areas. First, QA testing the new dynamic system alongside PMs and marketing partners to ensure images rendered correctly across all placement types before launch. Second, helping determine the final asset specifications the system required: the right dimensions and ratios that would work cleanly across every placement. Third, building the Photoshop templates designers would use to produce those assets going forward.
The result was a leaner production handoff: designers working from standardized templates, outputting a single asset that the system handled from there.
The connected template system in action: one image update cascading across every placement.
The Results
Site asset creation was reduced by roughly 50%. Designers went from producing up to nine individually sized files per campaign to producing one, with the system handling the rest. For marketing, the shift was just as meaningful: updating site content no longer required waiting on another team. Changes that previously took days now took hours, allowing the business to respond faster to market needs.