AI Powered Brand Portal
Designing an intelligent brand system for institutions, transforming fragmented guidelines into a connected, AI-enabled platform that unifies assets, tools, and workflows for scalable, consistent expression.
My Role
Design Researcher
Product Strategy
Systems Design
Project Management
Affiliation
Parsons School of Design
The New School
In Collaboration With
Timeline
3 months
Research Methods
Industry
Education
Institutional Branding
Digital Systems
Project Type
Product Strategy
AI Systems
Platform Design
Team
OVERVIEW
The New School’s brand resources exist as strong but static documents.
This project explores how they can evolve into a live, interactive system that helps people create on-brand work in real time. Instead of asking “What should the brand be?”, this project asks: How should the brand behave?
PROBLEM
Static brand systems fail in real-world use
Brand guidelines today are built for reference, not action. Templates remain static and disconnected from workflows, while critical support for tone, accessibility, and decision-making is missing. With tools and knowledge spread across platforms, users are left to interpret and apply the brand on their own.
Shift
From
Static documents
Manual workflows
Disconnected tools
To
Interactive platforms
Live, editable templates
AI-assisted guidance
Personalization is Essential
Caregivers need personalized tools because every patient’s behavior, mood patterns, and daily routines vary, making standard dementia resources ineffective without individual adaptation.
Caregiving Feels Scattered
Idan Motors is a forward-thinking brand committed to delivering a seamless and personalized experience for customers, fostering strong relationships with dealers and partners,
Caregivers Drive Tool Adoption
Caregivers determine which tools succeed, as dementia-friendly solutions often fail when designed for patients rather than those managing decisions, routines, and daily care.
RESEARCH STRATEGY
Collecting Data Using
Qualitative Research Methods
Benchmarking Brand Systems
Studied institutional and global brand portals including MIT, RISD, Northeastern, Google, and IBM to understand how large organizations structure, distribute, and govern brand resources. Focused on accessibility, clarity, and how effectively these systems support real-world use.
Evaluating Tools & AI Capabilities
Analyzed platforms like Canva, Figma, Notion, and AI tools such as Gemini to understand how creation workflows are evolving. Explored how features like live editing, automation, and AI assistance can shift brand systems from static references to active support tools.
Mapping the Current → Future State
Examined The New School’s existing ecosystem and identified gaps across tools, workflows, and user experience. Mapped how fragmented resources can evolve into a connected, system-driven platform that enables real-time guidance, consistency, and scalability.
Insights
Primary
Users don’t read brand guidelines before creating — they search, skim, or bypass them when under time pressure.
Behavioural
Templates are frequently downloaded but quickly modified outside controlled environments, breaking consistency within a single use cycle.
Systemic
Brand knowledge is distributed across PDFs, tools, and teams — forcing users to piece together decisions instead of being guided through them.
OPPORTUNITY
How might we transform static brand guidelines into a unified system that actively supports real-time creation and decision-making?
Design Principles
Actionable
Design that enables users to do, not just reference. Guidelines should translate into clear actions, reducing ambiguity and helping users create on-brand work with confidence and speed.
Adaptive
A system that evolves with different users, contexts, and workflows. It should respond to varying needs, from quick content creation to deeper brand decisions, without feeling rigid or overwhelming.
Integrated
Information and tools should exist as one connected ecosystem. Bringing guidelines, templates, and platforms together reduces fragmentation and creates a seamless, end-to-end brand experience.
Ideation
Real-time guidance
Brand guidelines today exist as static references that require interpretation. They support understanding, but not action, leaving users to translate rules into decisions on their own.
Editable systems
Templates are distributed as fixed, downloadable files that quickly lose control once modified. They don’t adapt to context or maintain consistency across different users and use cases.
Connected workflows
Brand tools and resources are spread across platforms, creating fragmented workflows. Users are forced to switch contexts and manually piece together assets, guidance, and outputs.
Decision support layer
There is no system-level support for tone, accessibility, or brand decisions during creation. Users rely on personal judgment, leading to inconsistencies and inefficiencies.
Next Steps
Run internal AI pilots with Gemini and NotebookLM
Test connected templates within Canva workflows
Build a modular version of the brand portal
Validate decision-support tools (tone, accessibility)
Establish governance for AI + brand consistency
Expand system across departments and teams
Takeaways
Strategy is about choosing
It’s not about exploring every possibility, but about identifying what actually makes sense and committing to it.
Designing for alignment
I realized that the success of a strategy project depends on whether stakeholders can see the same future and agree on how to get there. A large part of my work went into framing the problem clearly, structuring the system in a way that felt logical, and breaking it down into phased steps that made it actionable. It wasn’t just about proposing a strong idea, but about making it easy for senior management to understand, trust, and align on, so it could actually move forward.
To know more about the Concept and AI -Integration, do reach out!
More Projects
AI Powered Brand Portal
Designing an intelligent brand system for institutions, transforming fragmented guidelines into a connected, AI-enabled platform that unifies assets, tools, and workflows for scalable, consistent expression.
My Role
Design Researcher
Product Strategy
Systems Design
Project Management
Affiliation
Parsons School of Design
The New School
In Collaboration With
Timeline
3 months
Research Methods
Industry
Education
Institutional Branding
Digital Systems
Project Type
Product Strategy
AI Systems
Platform Design
Team
OVERVIEW
The New School’s brand resources exist as strong but static documents.
This project explores how they can evolve into a live, interactive system that helps people create on-brand work in real time. Instead of asking “What should the brand be?”, this project asks: How should the brand behave?
PROBLEM
Static brand systems fail in real-world use
Brand guidelines today are built for reference, not action. Templates remain static and disconnected from workflows, while critical support for tone, accessibility, and decision-making is missing. With tools and knowledge spread across platforms, users are left to interpret and apply the brand on their own.
Shift
From
Static documents
Manual workflows
Disconnected tools
To
Interactive platforms
Live, editable templates
AI-assisted guidance
Personalization is Essential
Caregivers need personalized tools because every patient’s behavior, mood patterns, and daily routines vary, making standard dementia resources ineffective without individual adaptation.
Caregiving Feels Scattered
Idan Motors is a forward-thinking brand committed to delivering a seamless and personalized experience for customers, fostering strong relationships with dealers and partners,
Caregivers Drive Tool Adoption
Caregivers determine which tools succeed, as dementia-friendly solutions often fail when designed for patients rather than those managing decisions, routines, and daily care.
RESEARCH STRATEGY
Collecting Data Using
Qualitative Research Methods
Benchmarking Brand Systems
Studied institutional and global brand portals including MIT, RISD, Northeastern, Google, and IBM to understand how large organizations structure, distribute, and govern brand resources. Focused on accessibility, clarity, and how effectively these systems support real-world use.
Evaluating Tools & AI Capabilities
Analyzed platforms like Canva, Figma, Notion, and AI tools such as Gemini to understand how creation workflows are evolving. Explored how features like live editing, automation, and AI assistance can shift brand systems from static references to active support tools.
Mapping the Current → Future State
Examined The New School’s existing ecosystem and identified gaps across tools, workflows, and user experience. Mapped how fragmented resources can evolve into a connected, system-driven platform that enables real-time guidance, consistency, and scalability.
Insights
Primary
Users don’t read brand guidelines before creating — they search, skim, or bypass them when under time pressure.
Behavioural
Templates are frequently downloaded but quickly modified outside controlled environments, breaking consistency within a single use cycle.
Systemic
Brand knowledge is distributed across PDFs, tools, and teams — forcing users to piece together decisions instead of being guided through them.
OPPORTUNITY
How might we transform static brand guidelines into a unified system that actively supports real-time creation and decision-making?
Design Principles
Actionable
Design that enables users to do, not just reference. Guidelines should translate into clear actions, reducing ambiguity and helping users create on-brand work with confidence and speed.
Adaptive
A system that evolves with different users, contexts, and workflows. It should respond to varying needs, from quick content creation to deeper brand decisions, without feeling rigid or overwhelming.
Integrated
Information and tools should exist as one connected ecosystem. Bringing guidelines, templates, and platforms together reduces fragmentation and creates a seamless, end-to-end brand experience.
Ideation
Real-time guidance
Brand guidelines today exist as static references that require interpretation. They support understanding, but not action, leaving users to translate rules into decisions on their own.
Editable systems
Templates are distributed as fixed, downloadable files that quickly lose control once modified. They don’t adapt to context or maintain consistency across different users and use cases.
Connected workflows
Brand tools and resources are spread across platforms, creating fragmented workflows. Users are forced to switch contexts and manually piece together assets, guidance, and outputs.
Decision support layer
There is no system-level support for tone, accessibility, or brand decisions during creation. Users rely on personal judgment, leading to inconsistencies and inefficiencies.
Next Steps
Run internal AI pilots with Gemini and NotebookLM
Test connected templates within Canva workflows
Build a modular version of the brand portal
Validate decision-support tools (tone, accessibility)
Establish governance for AI + brand consistency
Expand system across departments and teams
Takeaways
Strategy is about choosing
It’s not about exploring every possibility, but about identifying what actually makes sense and committing to it.
Designing for alignment
I realized that the success of a strategy project depends on whether stakeholders can see the same future and agree on how to get there. A large part of my work went into framing the problem clearly, structuring the system in a way that felt logical, and breaking it down into phased steps that made it actionable. It wasn’t just about proposing a strong idea, but about making it easy for senior management to understand, trust, and align on, so it could actually move forward.
To know more about the Concept and AI -Integration, do reach out!