Systems & AI at WELF
Production Systems and AI Workflows
AI IN THE PROCESS
SCOPE
System design, AI training and quality control. Templates, document, and presentation workflows
The Brief
My own brief, really: the workload of a full creative department, the headcount of one for the first year. The recurring work was consuming the hours that concepting and directing needed. Something had to produce the routine output without lowering the standard.
The Idea
Every recurring task at WELF eventually became a system. I built modular templates for every asset type the brand uses, then went further with the writing: codifying WELF's tone of voice so precisely into an AI writing system that its drafts need only a light edit before publishing. Later I extended the same approach to documents and presentations. Nothing ships without passing through my judgment, which is the part of the process that will never be automated.
The Outcome
Document production went from hours to minutes, and full presentations from days to hours, while every published piece still reads and looks unmistakably WELF. These systems are what allow a now two-person team to sustain the output shown across the firm.
