How Vercel used AI to turn its entire brand design team into Creative Engineers
evilrabbit_ · x · 2026-10-23
Evil Rabbit, Head of Creative Studio at Vercel, explains how the Creative Engineer role was born: design was split into Product, Engineering, and Brand/Creative, and with the first two solved, AI let Vercel convert all brand/creative designers into Creative Engineers.
The creative team was moved inside Marketing to understand their needs and pains before building tools — he argues it's impossible to solve this without being embedded in the day-to-day. He also notes Vercel's taste and craft are deeply personal: "if you remove the triangle, I can still tell it's Vercel" is the best compliment he can get.
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