Agentic AI · Creative tools
Northwind
AI ad creative builder at your one click away
A canvas-based, AI-assisted builder that lets marketers produce on-brand ad creatives without waiting for a designer.
Role
Senior Product Designer
Company
Northwind
Year
2025 — Now
Timeline
Ongoing
Platform
Web app · Canvas
Team
Product, engineering & AI teams across two time zones
The brief.
What was broken, what we set out to change, and what moved.
01
Challenge
Marketers running messaging campaigns depended on designers for every ad variant, so creative production became the bottleneck for campaign speed.
02
Goal
Give marketers a canvas where AI does the heavy lifting while brand rules keep every output on-brand.
03
Outcome
Self-serve
ad creation without designer support
Canvas
AI-assisted visual editor
On-brand
brand rules built into generation
HTML
interactive prototypes as the spec
Inside the product.
Key screens and flows from the project.
Canvas editor with AI suggestions
Brand kit and guardrails
Variant generation for campaigns
The story.
Tools
Figma · HTML/CSS prototypes · Claude · After Effects
My role
Senior Product Designer
Context
Northwind Studio is part of Northwind’s AI marketing suite for enterprise brands on messaging platforms. Marketing teams need a steady stream of ad creatives for every campaign, segment and test.
My role
I owned the design end to end: problem framing, the interaction model, visual design and high-fidelity prototypes, working with product and engineering teams across two time zones.
Approach
Designed the canvas around familiar layout tools, so marketers stay in control while AI suggestions sit on top.
Built brand guardrails into generation. Fonts, colours and logo rules travel with every creative.
Validated flows with interactive HTML prototypes instead of static mocks, which shortened handoff.
Outcome
Marketers can now produce on-brand ad creatives on their own, so creative production no longer waits on the design queue.
Reflection
The hardest part of AI-assisted tools is trust. Keeping every AI change visible and reversible mattered more than adding features.
