AI Shopping Assistant
Flash.Co
My first experience as designer at Flash.Co gave me hands-on exposure to working in a fast-paced product environment, where I contributed across branding, UI design, and visual communication. Working here taught me how to design for agility, building brand systems that are strong enough to launch but flexible enough to evolve based on real-time feedback.
My Role
Graphic Designer
Duration
11 months
Tools
Figma, Mid Journey, Adobe firefly, Adobe Illustrator
Overview
/Challenge
There were different challenges for different task at Flash:
Redefining the Brand Experience: One of the key challenges was redesigning the website and reshaping the overall brand experience to align with Flash AI’s new positioning. The earlier brand identity felt energetic, playful, and colourful — reflecting the personality of a “power shopper.” However, the new AI product required a more intelligent, sleek, and minimal visual direction that represented smart, informed shopping decisions. The challenge was to evolve the brand while still retaining its recognisable essence.
Establishing the Right Visual Language: Another challenge was understanding and defining the right imagery and visual tone for the brand. Every design element needed to communicate a sense of intelligence, confidence, and clarity while avoiding overly generic or exaggerated “AI aesthetics.” This involved carefully curating visuals, layouts, and creative directions that felt modern, trustworthy, and user-centric.
Building a Consistent Social Presence: A key challenge was creating Instagram content that balanced clarity, relatability, and brand consistency. The goal was to communicate Flash AI’s smart-shopping value proposition in a way that felt visually engaging and easy to understand within short attention spans. This involved designing launch and feature carousels, promotional creatives, and reel covers that maintained a cohesive visual identity while adapting to evolving content needs.
Maintaining Consistency Across Multiple Touchpoints: Working in a fast-paced startup environment meant designing for multiple touchpoints simultaneously, including website pages, in-app creatives, launch campaigns, social media content, and internal communication assets. A key challenge was ensuring visual consistency across all these experiences while adapting designs to different contexts, formats, and timelines without compromising the evolving brand identity.
/Solution
Core Identity Redesign: Led the redesign of the Flash AI logo following a major app revamp, reinforcing its positioning as a fast, AI-powered shopping research tool.
Design System Governance: Co-authored comprehensive brand guidelines, establishing the logo system, typography, color palette, and imagery direction to ensure 100% consistency across web, in-app, and social touchpoints.
Product Growth Assets: Designed high-conversion in-app promotional carousels and feature visuals aimed at educating users on new capabilities and driving feature adoption.
Social & Professional Presence: Spearheaded the visual launch on Instagram through curated carousels and established professional credibility on LinkedIn by designing milestone and media feature assets.
Cross-Functional Execution: Delivered a wide range of high-fidelity mockups, internal decks, and ad creatives under tight deadlines, maintaining brand integrity across diverse formats.
Research
Visual Synthesis: Audited global design trends across Pinterest, Dribbble, Behance and current competitor space to define a "futuristic" brand personality, ensuring Flash AI stood out in the competitive AI shopping space.
Brand Positioning: Researched and synthesized the core value propositions—unbiased results and fast-checkout—to inform a visual identity that balances speed with reliability.
Narrative Mapping: Developed the "About Us" and "Newsroom" web structures by aligning layout and tone with the overarching brand narrative to ensure a seamless storytelling experience.
AI in Workflow
Generative AI Workflows: Integrated prompt engineering via ChatGPT and Claude to accelerate conceptualization and eliminate early-stage ideation bottlenecks.
Automated Asset Production: Automated bulk in-app icon production using Claude Code and Nano Banana API to reduce iteration and production time.
Ethical Content Sourcing: Used MidJourney to generate unique, copyright-free media that ensures legal compliance and asset quality.
Design
Brand Identity & Ecosystem Design: Developed a comprehensive new brand identity centered around logo designed to communicate fast checkouts and smart shopping. Beyond the core mark, I defined a scalable visual ecosystem establishing the brand’s typography, color palette, and social media design language while extending the identity into physical touchpoints through custom merchandise design. This holistic approach ensured a cohesive, high-impact brand presence across both digital and physical platforms.
