AI-Ready Brand Systems: Social Media for Two Very Different Teams
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It started with a request from marketing: they wanted to create social media posts on their own, because design time had become a bottleneck. With three brands running in parallel, not every post, carousel and campaign asset could wait for a designer. But there was no single answer. Each team needed a different way to work with AI, based on the skills it already had. Social media was the first place where the need showed up, so this case study focuses on it. It is one part of a wider system.
The Workflow Builder marketing team works in Figma. So I built a carefully structured Figma file with social media templates and connected it to a Claude skill. Marketing gives Claude the file and a brief, and Claude builds single posts and carousels inside Figma, using approved graphics, product views and photos. The result is a fully editable design: the person who started it can take control at any moment and finish the details by hand.
Tentaro is a young startup with no designers and no one working in Figma, so a Figma file would not help them. Here the brand itself had to be AI-ready. I designed the Tentaro rebrand with its whole system written down: design tokens and Markdown files that describe the rules and the reasons behind them. That system moved into Claude Design, where the team now creates on-brand posts and visuals directly, with brand photography and graphics already in place.
Social media is only one use. Each brand has a wider set of AI-readable files: a brand guide in Markdown that explains the reasoning behind every rule, design tokens, and Claude skills. For Workflow Builder they cover social creatives and Webflow pages. For Tentaro, social posts, presentations and diagrams. Because the brand lives in files and not only in a designer's head, any team can create on-brand work, from a LinkedIn post to a sales deck. My role moved from making every asset to designing the system that makes them. I describe this method in my article on DESIGN.md.
