CLONIFY

Clonify is a boutique creative agency specializing in playful branding and personality-packed campaigns. Known for their cheeky tone and bold visuals, they needed a brand and website refresh that captured their humor and heart while staying sharp and professional.

Role

01.25

Focus

Branding

Product

8 weeks

Timeline

0→1 exploration through early launch

Live project

Preview

Clonify's digital presence didn’t reflect the bold, mischievous spirit behind their work. Their website felt overly polished and lacked the playful character that set them apart, making it hard for potential clients to grasp their unique, personality-driven approach.

This work introduced an AI-first, manual-editing-secondary philosophy, shifting Express from a tool users operate into a system that actively helps them create. The AI Assistant became a connective layer that aligned teams around a shared creative foundation.

( CONTEXT )

Creators often struggle with getting started and navigation

The User Problem

Adobe Express had grown into a powerful, multi-surface creation tool, but complexity was increasing:

Users needed to know which tool to start with

Manual workflows assumed product expertise

AI features were emerging, but in fragmented, tool-centric ways

The Organizational Problem

Without a unifying system, AI risked increasing fragmentation rather than simplifying creation

AI was often treated as an add-on feature, not a first-class workflow

Teams designed independently, optimizing for their own surfaces

There was no shared mental model for how AI should guide creation

Goals

User Goals

Help users move from idea → output faster

Support creative exploration without replacing authorship

Reduce friction for new and returning creators

Platform Goals

Establish a scalable AI contribution model for Express

Create a foundation that could expand across tools, media types, and partners

Ensure brand-safe, responsible AI usage at scale

( APPROACH )

AI-First, Manual Control
Secondary

Product Shift

AI-First, Manual Control
Secondary

I helped define and socialize a core product principle:

Strategy

Organizational Implications

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( OUTCOMES )