Brand DNA

I had the opportunity to help architect and develop the Brand DNA system used by Designstripe which enabled companies handle their brand identity on our platform and served as the foundation for the marketing products we built.

The Challenge

Modern brands need to maintain consistency across multiple touchpoints while adapting to different contexts. This requires managing various brand assets, color schemes, and content guidelines while ensuring scalability and ease of use. We needed to create a system that could handle these requirements in multiple languages while incorporating AI-powered features for enhanced automation.

Web Scraping

We needed this system to have low friction for onboarding to invite potential customers to experiment with our various products. To facilitate this, we built a web scraping system where users could put in their business URL and our service would crawl their domain to learn about the brand and automatically extract as much information as we could.

We used a combination of manual extraction techniques for language, color palettes, logos, imagery, and fonts, as well as LLMs for discovering content, writing brand descriptions, and reasoning about brand tone, aesthetics, and preferences.

Management

Once a brand was created on the platform, it could be managed through a simple editor interface that allowed for changing brand preferences and descriptions, font combinations, logos, and color palette. These changes would apply going forward to any future content generated using our product offerings.