When the campaign started, the UI assets were a complete mix—dozens of disconnected fragments coming from different stakeholders, products, and teams. Each piece looked and felt different, and there was no clear logic behind how they should work together. I took ownership of bringing order to this chaos. I collected all available UIs, analyzed their structure and purpose, and compared them with the actual product interfaces and marketing content across all campaign pages. This deep analysis helped me identify common patterns, eliminate unnecessary complexity, and define a unified approach that made further design work faster and more consistent. After building this foundation, I distributed tasks among three core teams—motion, brand, and web—and coordinated two freelancers. Each group received clearly structured UI packages with references and design logic. Throughout production, I supervised art direction and quality, ensuring that all teams stayed visually aligned and that every UI piece felt part of the same design system. As a result, we transformed a fragmented set of assets into a cohesive, flexible, and scalable UI collection—one that not only supported the campaign but also reinforced Semrush’s overall brand consistency across web and motion experiences.