Volkswagen

Designing a modular creative system built to scale.

Context

Volkswagen needed to scale its retail communications without increasing production costs or compromising brand consistency.

Working alongside AlmapBBDO, the goal was to rethink how creative assets were produced, updated, and deployed across multiple formats, clusters, and messages.

The challenge wasn’t volume alone.
It was control.

The challenge

Retail communication demands speed, variation, and constant updates.

Manually producing hundreds — or thousands — of assets made consistency fragile, slowed down delivery, and limited the ability to learn from performance data.

The task was to design a visual system that could support automated asset generation while preserving brand coherence and creative flexibility.

The approach

Instead of treating automation as a production shortcut, the work focused on structure.

A modular design framework was developed to serve as creative infrastructure—combining brand rules, layout logic, and component behavior into a system that automation could reliably operate.

Every decision prioritized:

• repeatability

• visual consistency

• adaptability across formats

My role

Design System Lead, responsible for defining templates, grid logic, visual hierarchy, components, and design rules used in automated creative production.

Process

• Interpretation of brand guidelines

• Modular layout architecture

• Component library creation

• Multi-format validation

• Automation and integration requirements

• Documentation for internal and global teams

Solution

A modular creative system that merges brand identity, structural logic, and automated production.

The framework enables the generation of thousands of creative variations with accuracy, reducing manual effort while maintaining consistent brand expression across channels.

Outcome

The DCO architecture allowed Volkswagen to scale production to over 8,000 assets per month, maintaining brand consistency across formats and improving media efficiency.

Manual production was significantly reduced, visual inconsistencies were eliminated, and time-to-market was shortened dramatically.

The system became a reference within AlmapBBDO and helped the agency achieve the highest rating in the Google AI Assessment, validating the automation model's maturity and operational strength.

Closing

When design becomes infrastructure, speed and consistency follow — along with real business impact.