From campaign brief to production-ready assets.
Summary
Relay is a concept B2B product for marketing and creative production teams who coordinate many campaign assets, variations, specifications and approvals across channels and markets. It replaces fragmented spreadsheets, folders and email threads with one production workflow: intake, requirements, production, review and handoff. Human-controlled, with AI assistance where it is genuinely useful.
Business context
A single campaign for a mid-sized e-commerce brand can require dozens of assets: social images, display banners, story placements, video thumbnails and landing-page creatives, each in several aspect ratios, languages and markets. The work is coordinated across design tools, spreadsheets, shared drives and email, and the state of any one asset is rarely clear.
Relay targets mid-sized marketing teams, creative production companies, performance agencies and multi-market e-commerce businesses. It deliberately avoids becoming a generic project manager or an all-purpose AI assistant.
The challenge
Illustrative scenario: a marketing operations team must deliver the “Autumn Collection Launch” in three markets (NL, DE, FR), two languages, across paid social, display and email, in multiple placements and aspect ratios, with several creative variants per placement. Specifications, ownership, versions and approvals have to stay coherent as the matrix grows.
The product has to make that matrix legible, keep every status trustworthy and support approvals that a brand or legal reviewer can rely on.
Autumn Collection Launch
Due 18 Sep 2026 · NL, BE, DE · NL / DE- ACL-SOC-002 Social image · Feed 4:5 In review
- ACL-DIS-004 Display banner · 300×250 Changes requested
- Paid social 62%
- Display 38%
- Email 71%
Campaign intake
Autumn Collection Launch
| Placement | NL · NL | BE · NL | DE · DE | Spec |
|---|---|---|---|---|
| Social image · 1:1 | Approved | Not started | In review | JPG ≤ 1 MB |
| Social image · 4:5 | In production | Approved | Not started | JPG ≤ 1 MB |
| Story · 9:16 | Changes requested | In production | Approved | MP4 ≤ 4 MB |
| Display · 300×250 | In review | Changes requested | In production | HTML5 ≤ 150 KB |
| Display · 728×90 | Not started | In review | Changes requested | HTML5 ≤ 150 KB |
| Video thumb · 16:9 | Approved | Not started | In review | JPG 1280×720 |
| Landing hero | In production | Approved | Not started | WebP ≤ 400 KB |
Autumn Collection Launch
| Asset | Type · placement | Market | Variant | Owner | Due | Ver. | Status |
|---|---|---|---|---|---|---|---|
| ACL-SOC-001 | Social image · Feed 4:5 | NL · NL | Knit edit | M. de Vries | 12 Sep | v3 | Approved |
| ACL-SOC-002 | Social image · Feed 4:5 | DE · DE | Knit edit | L. Schäfer | 12 Sep | v2 | In review |
| ACL-STO-003 | Story placement · Story 9:16 | BE · NL | Outerwear edit | J. Peeters | 13 Sep | v1 | In production |
| ACL-DIS-004 | Display banner · 300×250 | NL · NL | Knit edit | A. Okafor | 15 Sep | v2 | Changes requested |
| ACL-DIS-005 | Display banner · 728×90 | DE · DE | Outerwear edit | A. Okafor | 15 Sep | v1 | In production |
| ACL-VID-006 | Video thumbnail · 16:9 | NL · NL | Knit edit | M. de Vries | 16 Sep | v1 | Not started |
| ACL-LPC-007 | Landing-page creative · Hero 1920×800 | DE · DE | Outerwear edit | L. Schäfer | 17 Sep | v2 | Approved |
Edit −20 % auf Strick
Campaign package
- ✓ Approved assets 14 of 42
- ✓ Naming validation 14 / 14 valid
- ! File specifications 2 over size limit
- ! Market coverage DE · 728×90 missing
- ✓ Package overview ZIP · 86 MB · 3 folders
Product direction
Relay models a campaign as a structured set of requirements rather than a list of tasks. A brief is turned into a placement-and-dimension matrix; every cell becomes a trackable asset with a market, language, format, owner, due date, version and approval state.
The interface is calm and data-dense. A light surface, one deep green for primary actions, a lime signal for “ready” states and a small, consistent status vocabulary. Type is set in a single sans with tabular numerals so tables stay aligned.
AI assistance is scoped to preparation: parsing briefs into requirement drafts, suggesting format matrices, flagging missing metadata and summarising review threads. Every suggestion is visible, editable and confirmed by a person. Nothing publishes automatically.
Selected design details
Campaign intake
Campaign intake
Name, channels, markets, languages, formats, source materials, deadlines and notes captured once.
Autumn Collection Launch
| Placement | NL · NL | BE · NL | DE · DE | Spec |
|---|---|---|---|---|
| Social image · 1:1 | Approved | Not started | In review | JPG ≤ 1 MB |
| Social image · 4:5 | In production | Approved | Not started | JPG ≤ 1 MB |
| Story · 9:16 | Changes requested | In production | Approved | MP4 ≤ 4 MB |
| Display · 300×250 | In review | Changes requested | In production | HTML5 ≤ 150 KB |
| Display · 728×90 | Not started | In review | Changes requested | HTML5 ≤ 150 KB |
| Video thumb · 16:9 | Approved | Not started | In review | JPG 1280×720 |
| Landing hero | In production | Approved | Not started | WebP ≤ 400 KB |
Requirements matrix
The brief becomes a placement × market × language grid with specifications and naming conventions.
Autumn Collection Launch
| Asset | Type · placement | Market | Variant | Owner | Due | Ver. | Status |
|---|---|---|---|---|---|---|---|
| ACL-SOC-001 | Social image · Feed 4:5 | NL · NL | Knit edit | M. de Vries | 12 Sep | v3 | Approved |
| ACL-SOC-002 | Social image · Feed 4:5 | DE · DE | Knit edit | L. Schäfer | 12 Sep | v2 | In review |
| ACL-STO-003 | Story placement · Story 9:16 | BE · NL | Outerwear edit | J. Peeters | 13 Sep | v1 | In production |
| ACL-DIS-004 | Display banner · 300×250 | NL · NL | Knit edit | A. Okafor | 15 Sep | v2 | Changes requested |
| ACL-DIS-005 | Display banner · 728×90 | DE · DE | Outerwear edit | A. Okafor | 15 Sep | v1 | In production |
| ACL-VID-006 | Video thumbnail · 16:9 | NL · NL | Knit edit | M. de Vries | 16 Sep | v1 | Not started |
| ACL-LPC-007 | Landing-page creative · Hero 1920×800 | DE · DE | Outerwear edit | L. Schäfer | 17 Sep | v2 | Approved |
Production board
Every variant with status, owner, due date, version and approval state in one view.
Edit −20 % auf Strick
Review and approvals
Preview, version history, comments and explicit approve or request-changes controls.
Campaign package
- ✓ Approved assets 14 of 42
- ✓ Naming validation 14 / 14 valid
- ! File specifications 2 over size limit
- ! Market coverage DE · 728×90 missing
- ✓ Package overview ZIP · 86 MB · 3 folders
Export checklist
Approved assets, file specifications, naming validation and a package overview before handoff.
- Not started Unassigned
- In production Owner working
- In review Awaits reviewer
- Changes requested Returns to owner
- Approved Locks version
K. Brand · “Pricing format should be €49,95”
Status system
Five states, one colour each, used identically in tables, cards and notifications.
Systems and technical exploration
The demonstration dataset is internally consistent: one campaign, three markets, two languages, five asset types and a fixed set of placements. The same entities appear on every screen.
A credible MVP path: a React and TypeScript frontend, a relational data model (campaign, brief, placement, asset, revision, approval, comment), authentication with role-based permissions, object storage for files, an audit trail and asynchronous jobs for supported automation. AI integration is optional and controlled per workspace.
Next-stage opportunities
- Build a self-contained interactive demo of the production board and review flow with mock data.
- Validate the requirements-matrix concept with a small number of creative operations practitioners.
- Prototype the brief parser as an assistive draft with explicit confirmation controls.
Concept project. Independently initiated. Not a client commission. All names, data and content are fictional.