Final animated SVG hero section for the Holiday Outlook homepage
Sketch > Firefly Generative Concepts > Final Vector Illustrations
The 2024 yearly PwC holiday demanded a speedy deadline with the same unique flair. Using Adobe Firefly, we were able to take hand-made sketches and convert them into generative AI concepts using branded colors and styles trained into a custom Firefly model. Allowing us to generate unique characters, scenes, and objects to build a variety of layouts with a consistent on-brand look. The final results were a highly custom built, based on unique creativity in half the time.
Using GenAI “Firefly” to render concepts and color versions for rapid review and concept assisting.
My Role
As UX Designer and concept lead, I was tasked with turning data into something you could feel. This wasn’t just about layouts or logic—it was about atmosphere. From the beginning, I envisioned a digital experience that moved like a story and felt like a conversation. It had to inform, yes—but also invite.
To do that, I worked closely with our illustrator and animator to build a visual language that blended personality with precision. This year, we introduced generative AI into our creative workflow—specifically Adobe Firefly—as a means to accelerate and diversify our concepting process. What once took days of sketching became hours of visual experimentation. We explored dozens of illustration styles, compositional ideas, and tone variations before a single pencil hit paper.
The result? Over a 25% reduction in concepting time—and a sharper creative direction because of it. Firefly didn’t replace the artistry; it opened the door to more possibilities, faster. What emerged was a visual system that reflected both the warmth of tradition and the sheen of tech-forward modernity.
On the UX side, I also partnered with development to ensure the experience flowed seamlessly across screens, moments, and modalities.
Customized page sections
Design Strategy: Where Tradition Meets Technology
We leaned into contrast—cozy, analog textures set against crisp, digital components. The illustrations nodded to in-store rituals, while the UI hinted at AI-assisted futures. It was all intentional, all in service of the report’s core message: the holidays are no longer binary. They’re both nostalgia and novelty. Memory and machine.
Interactive infographics grounded the narrative. For example:
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Gen Z’s section came alive with toggle-based data views and animations that played with the theme of conscious consumerism and self-gifting.
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Boomers, meanwhile, were met with simplified flows and responsive layouts that reflected their preference for intuitive digital convenience.
From omnichannel shopping stories to emerging AI tools, every touchpoint was a design decision rooted in empathy.
Select slides for presentation
The Impact
More than a seasonal report, this became a case study in collaborative, future-ready storytelling. It proved how UX design—when fused with illustration, animation, and now generative AI—can elevate even the most complex research into something resonant, memorable, and human.
The Team
- Design – Ryan Ganley, Cedric C., Chris T.
- Illustration – Cedric C.
- Generative AI Concepting – Ryan Ganley
- Animated Charts – Shannon A.
- SVG Animations – J Bradley J.
- Copy-writing– Alyssa M.
- Account Management – Lisa M.
CLIENT
