Designing a creative system for 120,000 monthly variations
Youi needed to test social creative across multiple insurance categories, messages, visual directions and formats.
The scale made manual production impossible.
So I designed and built Youi OSX. A custom Figma plugin and AI-assisted production system that turns structured briefs into creative variations at scale.
The monthly challenge:
Every combination of:
× 10 business categories, × 10 copy options, × 10 imagery options, × 10 illustration options, × 6 design styles, × 2 social sizes
120,000 possible outputs
The real world
problem:
At 15 minutes per asset, that represents
30,000 hours of manual production.
The solution was not to design faster.
It was to redesign the production process.
The Youi.OSX system
I built a workflow that turns creative direction into structured inputs that can move through AI and into Figma.
Brief → Generate → Compose → Review
Instead of treating every asset as an individual design task, copy, imagery, illustration, style and format become controlled variables within one system.
01. Structure the brief
A guided reverse brief captures the information the system needs:
The business objectives and desired customer actions
Messaging and copy direction
Imagery and illustration direction
Brand and legal requirements
Formats and styles to test
This creates one structured source of truth for the campaign.
02. Generate the content
The brief feeds dedicated AI workflows for:
Copy Xelerator
Headlines, supporting copy and social messaging.
Image Xelerator
Lifestyle imagery and illustration based on the approved visual direction.
The result is a structured content library ready for production.
03. Build at scale in Figma
Youi OSX maps the generated content into smart Figma templates.
The plugin combines:
Copy × imagery × illustration × style × size
The templates control the design rules.
The plugin handles the permutations.
The designer stays in control of the creative direction.
Designing Figma for automation
The plugin only works because the Figma system was built for automation.
I created predictable rules around:
Components
Layer naming
Content regions
Text behaviour
Image placement
Design variants
Responsive sizes
The Figma file became more than a set of layouts.
It became the interface for a production system.
Review and refine
Producing this volume of creative is only useful if it can be reviewed just as efficiently.
The Youi dashboard lets the team review large batches of creative in one place and quickly compare what is working across the full set.
We can filter and assess the work by copy, imagery, illustration, theme, design style or specific combinations of each.
This makes it possible to review thousands of variations without opening every asset individually, while still giving the team control over what moves forward into testing.
Generate at scale. Review at scale. Choose what is worth testing.
The impact
120,000
possible creative variations
30,000 hrs
equivalent manual production time
~10 min
to initiate an automated generation run
1 custom Figma production system
The biggest change was not simply speed.
It was making a scale of creative testing possible that a traditional production workflow could not support.
The system does the repetition. The designer does the thinking.