Building a Unified Creative Organization
- Scope
- 25+ person team · 4 disciplines · 170+ countries
- Stakeholders
- Senior editorial, product & commercial leadership
Built and scaled AP’s global creative team, structuring four disciplines and embedding design, motion, interactive, and video directly into editorial, product, and client workflows. Established the design systems, talent pipeline, and culture that let a 25+ person team serve 170+ countries across broadcast, digital, social, and client platforms.
The strategy
The Creative Visual Strategy Hub placed one multidisciplinary team at the center of every major campaign, product, and partner initiative. Rather than siloed design functions, this model embedded visual thinking into product, marketing, and client workflows simultaneously.
The goal wasn’t just to hire creatives. It was to build an organization with a point of view. That meant structuring four disciplines around how the business actually works, embedding design thinking into product and commercial decisions, and creating a culture where visual strategy had a seat at every table.
Every hire was intentional. The result is a team that can move from brand campaigns to long-form content to live event coverage to branded content partnerships without missing a beat.
Growing GraphicsBank from $3M to $7M
- Scope
- 300+ B2B clients · global distribution
- Stakeholders
- Product, sales & commercial leadership
Took creative and strategic ownership of AP’s GraphicsBank, a B2B product serving 300+ broadcast and digital clients. Introduced sports logos as a key product offering, expanded into a combined graphics-plus-photo product giving customers access to AP Images, and grew annual revenue from $3M to $7M through product innovation, customer adoption strategy, and expanded offerings.
Modernize from photo-only to a full multimedia platform.
Add video, animations, and build-your-own tools.
Sports logos, an AP Images bundle, animated graphics.
Beyond static PNG, a full format expansion.
Expand beyond US-only customers to international broadcasters across every region.
Reposition from secondary add-on to flagship product.
NAB and IBC, modern showreels and demos.
A high-revenue, low-cost B2B product repositioned as a multimedia platform, with $6.5M in 2023 revenue.
Stopped treating GraphicsBank as a photo product. Benchmarked competitors, listened to broadcast experts, invested boldly.
The strategy
GraphicsBank was generating strong revenue with low costs, but declining. The platform hadn’t been invested in for over a decade, product offerings were limited to static PNGs, and the entire strategy was US-focused while international markets went untapped.
By repositioning it as a multimedia product, introducing sports logos, bundling AP Images, and making the case for platform investment, the product grew from $3M to $7M in annual revenue, with $6.5M recorded in 2023.
GraphicsBank Animated Same templates, now shipping animated.
A concept for the next stage of GraphicsBank: extending the same on-brand template library that 300+ broadcast and digital clients already license across 170+ countries into animated, broadcast-ready exports, with no new tooling and no new approval chain.
Broadcast-spec codecs and alpha channels out of the box, ready to drop into an existing playout chain.
Every animated package inherits the same template library and brand guardrails clients already license.
No new software, no new approval chain, no new vendor relationship. Same workflow, new output.
| Capability | Static tier | Animated tier |
|---|---|---|
| Export format | PNG / SVG / PSD | + MP4 / MOV / ProRes 4444 |
| Alpha channel support | Static only | Full alpha, animated |
| Frame rate options | N/A | 23.976 / 25 / 29.97 / 50 / 59.94 |
| Template library access | Full library | Full library |
| Motion duration range | N/A | 2s to 12s loops |
A concept for where GraphicsBank could go next. Not a shipped AP product.
Modernizing Creative Workflows at Global Scale
- Scope
- Broadcast, digital, interactive & client platforms
- Stakeholders
- Creative, editorial, product & technology teams
Explored scalable creative workflows, AI-assisted production systems, and emerging technologies designed to support high-volume storytelling across broadcast, digital, interactive, and client platforms. Helped modernize how visual storytelling operated across the organization by introducing collaborative workflows, motion systems, interactive capabilities, and scalable production models that improved speed, consistency, and cross-platform execution. Partnered across creative, editorial, product, and technology teams to evolve storytelling capabilities while exploring new approaches to automation, workflow efficiency, and scalable content production in real-time publishing environments.
From reactive production to scalable, system-driven storytelling
Cross-team collaboration: Creative | Editorial | Product | Technology
The approach
The goal was to move from a reactive, project-by-project production model to one built on shared systems, reusable motion frameworks, and scalable workflows that could serve broadcast, digital, interactive, and client platforms simultaneously, without sacrificing speed or quality.
This required bridging creative, editorial, product, and technology teams that had historically operated in parallel rather than in sync. By embedding collaborative workflows and establishing shared production standards, the organization gained the ability to tell stories faster, more consistently, and across more platforms than before.
The result was a creative infrastructure built for scale, one where AI-assisted tools, motion systems, and interactive capabilities worked together as a unified production engine rather than isolated specialties.