Design Genie became the missing gear in Freshworks' demand-gen engine
Freshworks
Freshworks builds AI-powered customer and employee engagement software, helping businesses acquire, convert, and retain customers across sales, support, and marketing.
Paid ads
GIFs ads
Event assets
Social media assets
Emailers
Playbooks, guides & reports
OVERVIEW
Freshworks' demand-gen team was moving fast. Their design queue wasn't.
Every campaign followed the same path: a request went in, then waited 7-10 days for internal bandwidth to get designs. The bottleneck wasn't creative quality. It was capacity. The internal team was already stretched across other priorities, and campaign volume kept climbing.
Freshworks needed a design partner who could absorb that volume without adding another layer of back-and-forth, someone who could take a brief and own it, adapt to existing guidelines and templates, and deliver on-brand creatives.
BY THE NUMBERS
DESIGN PARTNER
We built Design Genie around ownership, not instruction.
Design requests came in through Hive, Freshworks' shared workspace. From there, we worked directly with demand-gen, product and email marketing teams, no account layer relaying instructions back and forth. Brief in, on-brand design out.
That's what let the work move fast without losing quality: design partner who understood the brand well enough to make creative decisions independently, inside a workflow with no unnecessary steps.
Sr. Lifecycle Marketing Manager | Ex-Freshworks
APPLICATION
Across five months, Design Genie became the execution layer behind Freshworks' demand gen campaigns: paid ads, emailers, ebooks, and event assets, all built to hold up across formats and platforms.
Every campaign came with its own creative system: around 100 ad designs, each adapted into 7-10 variations for different placements, sizes, often built around custom product illustration rather than stock visuals. All delivered in an average of 1-2 working days.
RESULTS
The shift showed up in how the team worked, not just in what got shipped.
Campaign timelines compressed. Faster turnarounds meant more room to test creative against ad performance instead of just shipping and moving on. And because the work landed on-brand the first time, there was no follow-up loop, no revisions chasing revisions, no re-explaining what was already in the brief.
Design Genie became something closer to a system: request in, on-brand execution out, and minimal back-and-forth.
