Turning a video service into software its customers could run.
Designed AI-assisted creation workflows for enterprise video teams: asset management, brand-kit controls, versioning and export states.
Context
AdPipe had a real creative operation around video repurposing; the next step was productisation. Turning what a team could do manually into workflows an enterprise user could understand, repeat and trust inside software is harder than it looks: video tools bloat, asset libraries become dumping grounds, brand controls go vague, export states become an afterthought. The work was to structure messy creative production without stripping out the flexibility that made the service valuable.
The product problem
Not “how do we let people make videos?” but: how do we help teams create, adapt, manage and export branded video assets without depending on a service team for every variation? The interface had to answer practical questions quickly. Where are my assets? What version am I on? What brand rules apply? What happens when export fails?
Designing the creation workflow
The creation flow had to avoid two extremes: a fully open editor with too much surface area, and a rigid template picker that felt limited. The middle path was guided creation: flows for social resizing, trimming, text, graphics, audio and reusable brand elements as one coherent, progressive system where users understood what was editable, what was locked by brand rules, and what output they were working toward.
Scroll the frame sideways to read the full width.
Scroll the frame sideways to read the full width.
Asset and content management
The asset library wasn’t storage; it was part of the production workflow. Clearer asset cards, preview states, folder logic, search, tags and content-request flows supported both retrieval and decision-making: not only “where is this file?” but “is this the right asset for this output?”
Brand-kit and reusable controls
For enterprise video, brand consistency is infrastructure, not decoration. The brand-kit work made reusable controls visible and usable: logos, colours, typography, layout rules, reusable graphics, campaign constraints. A good in-product brand system shouldn’t require users to remember the rules; it makes right choices easier and wrong choices harder.
Versioning, export and delivery states
Export is where trust is confirmed or broken. Users needed to know what was being exported, in which format, for which platform, from which version, with what status. I designed clearer version-control patterns, export and download management, and success and error states so the product communicated progress and failure without forcing users to decode technical states.
Scroll the frame sideways to read the full width.
Design system foundations
The same patterns repeat across many surfaces: cards, controls, slide-overs, pagination, upload flows, sidebars, empty/error/success states. The design-system work was about reducing product entropy, so creation, asset management and account workflows stopped feeling like separate products.
Scroll the frame sideways to read the full width.
What changed
The work turned broad product and service themes into structured software workflows. Instead of one large editor, the product became a connected system: assets, generation, brand controls, editing, versions, export and account management. Easier to scope, easier to build, easier to discuss across product and engineering.
