AI-native global campaign system
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Scalable multi-market AI campaign system designed for rapid localisation and creator led storytelling
CLIENT
Traze
INDUSTRY
Fintech, trading app
SERVICES
AI campaign direction
AI creator systems
Video-first content
Localisation framework
Funnel creative system
One Campaign. One System. Endless Output
Operating across multiple global markets, the platform faced growing pressure to produce high volumes of localised campaign content while maintaining consistency across regions, channels and funnel stages. At the same time, audiences were becoming increasingly desensitised to generic financial advertising, creating the need for more human, creator-led and platform-native storytelling. This created the opportunity to rethink campaign production through AI-enabled systems built for speed, scalability and culturally relevant storytelling. : A global AI campaign system, ensuring alignment across regional teams in Apac, MENA, SSA and Latam Large organisations don't scale through more creatives.
AT A GLANCE
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Develop a scalable, video-first campaign ecosystem capable of generating high volumes of creator-led content across multiple global markets. The challenge was not only maintaining visual consistency across regions and funnel stages, but also increasing production speed and localisation efficiency while creating content that felt more human, platform-native and culturally relevant.
To support these evolving campaign needs, an AI-native creative framework was developed combining reusable AI workflows, model-led content systems and scalable localisation logic. The objective was to build a faster, more adaptive production infrastructure capable of supporting rapid campaign deployment across awareness, product reveal and retargeting activity.
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Built an AI-native creative production framework combining AI-generated creators, reusable prompt systems, localisation logic and modular campaign assets. The system was designed to support multiple funnel stages, formats and regional adaptations while streamlining content generation across social, video and DOOH environments.
Key features of the solution included:
System refinement
A complete CMYK and RGB colour system, expanded typographic hierarchy, and unified layout grids to create visual consistency across print, digital, and motion.Global Figma library & content system
A fully modular design library including UI components, iconography, templates, and a curated photo bank for use across all regions, enabling designers to work faster and more consistently.Cross-regional creative hub
I unified designers across London, Thailand, and Vietnam under a centralised workflow, establishing shared standards and operational rituals that supported autonomy and alignment simultaneously.Website & app alignment
Worked closely with product and engineering teams to bring the digital experience in line with the refined identity, ensuring that the visual language translated seamlessly into interface design.Governance & QA
Introduced version control, naming conventions, approval pathways, and ongoing evolution processes to maintain brand integrity as new sub-brands and campaigns emerged. -
Created a scalable campaign ecosystem enabling rapid generation of campaign-ready visuals, short-form videos and market-specific adaptations across multiple regions and funnel stages. The framework improved production speed and localisation efficiency by combining reusable AI workflows, modular campaign assets and a growing library of re-usable AI creator models, allowing content to be adapted rapidly while maintaining brand consistency across awareness, product reveal and retargeting campaigns.
Measurable outcomes:Early campaign testing achieved CTRs above 5%, significantly outperforming typical fintech and paid social benchmarks, while validating the effectiveness of creator-led, AI-generated content within performance-driven environments..
THE SYSTEM
A scalable creative production system
THE SYSTEM
A scalable creative production system
THE PROCESS
Ai production pipeline
REGIONAL ADAPTATION
One system.
Global scale.
Local relevance.
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SCALABLE OUTPUT
Endless output.
Every format.
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Where Ideas Take Shape
We believe in doing things differently—with intention, with passion, and with people at the center of it all. Every detail here reflects that mindset.
AI WORKFLOW & CONSISTENCY
Systemisation
Building the design ecosystem
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This is the hero section.
Concept
Framework
Master Files
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CONTENT FRAMEWORK
Awareness
Education
Trust
Conversion
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AI PRODUCTION PIPELINE
Creators
Images
Motion
Adaptation
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REGIONAL ADAPTATION
India
MENA
SSA
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CHANNEL DEPLOYMENT
Meta
DOOH
Social
App Store
Video
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SCALABLE OUTPUT
100+ AssetsOUTCOME
Results
My approach was to structure the rebrand into four phases: first refining the inherited identity, then building a modular design system, leading a coordinated global rollout, and finally setting up long-term governance to ensure consistency as the brand scaled.
Rebrand rollout framework
Phase 1 - Foundation:
Audit & Refinement
Reviewed the external agency’s delivery and identified missing specifications across logo, colour, and typography. Refined the identity for digital scalability, ensuring it could flex across platforms and compliance regions.
Phase 2 - Systemisation: Building the Design ecosystem
Under my direction, the team created a fully modular Figma library, photo bank, style guides, iconography and social media templates, establishing the core design language for Traze. Also unified server etc etc
Developed CMYK/RGB frameworks and typographic hierarchies, and produced key branded assets for social, marketing, and internal comms.
Phase 3 - Implementation:
Global rollout & Regional alignment
Unified the Creative Hub across London, Thailand, and Vietnam, streamlining workflows through Monday.com and Adobe Libraries. Oversaw the website redesign and app visual alignment, ensuring a cohesive user and brand experience across all digital touchpoints.
Phase 4 - Brand governance:
Ongoing Evolution
Introduced version control, QA processes, and feedback loops to maintain brand integrity as new sub-brands and campaigns emerged.
RESULTS
Contextual Group Impact
In addition to the results shared above, the Traze rollout took place alongside a broader transformation within Zeal Group’s Brand & Comms function. While the following metrics reflect the collective work of the full department across all brands, the design systems, governance practices, and cross-regional alignment established during the Traze project helped create the foundation for this wider organisational uplift.
Group-level results (Brand & Comms Department):
54% increase in brand keyword searches over a three-month period
402+ assets delivered and signed off
28 major projects completed
7 regions supported globally
141,238 total social media followers across all channels
These numbers highlight the momentum created through unified processes, stronger collaboration, and consistent brand execution, conditions supported by the centralised design function and scalable systems introduced during the Traze rollout.