PicMonkey Product Content Ecosystem
I directed the strategy, planning, and production of PicMonkey’s in-product content ecosystem, scaling it to 5,000+ templates, 8,000+ graphics, and a fully licensed commercial font library used by millions of creators.
The Challenge
PicMonkey promised powerful design for everyone, from professionals to total beginners. Content couldn’t just be plentiful. It had to make creating feel easy.
Delivering on that meant supporting countless industries, trends, use cases, and skill levels without sacrificing quality or discoverability.
Simply creating endless content wasn’t the answer. We needed to apply consistent design judgment across wildly different needs without making everything look the same. We had to apply styles and practices useful to each outcome and maintain a high quality bar to win.
Additionally, our library needed to operate as a curated, measurable ecosystem, not an ever-growing pile of slop.
One content ecosystem, designed to scale across platforms, formats, and use cases.
The Approach
I partnered with Product Management to set the content strategy and led the team responsible for bringing it to life. We planned around user needs, performance, competitive gaps, trends, SEO, and seasonality, then reviewed results monthly to decide what to build, improve, or deprioritize.
That gave us a flexible operating model:
A clear creative point of view, informed by data, with resources shifting toward the opportunities that could have the greatest impact.
The Content
Templates
5,000+ templates across hundreds of use cases, from social and marketing to business, branding, and everyday design.
Textures
Hundreds of creative effects, including some of the platform’s most requested features, like adding glitter and texture directly to type.
Graphics
8,000+ original and licensed graphics spanning everything from essential icons to highly specific, trend-driven assets.
Brushes
Custom brushes designed to make effects like watercolor, outlines, and highlighting easy for anyone to create.
Fonts
A fully commercially licensed font library, built through competitive research to balance quality, variety, and real-world design needs.
Themes
Curated design kits combining complementary assets into cohesive aesthetics, giving users an easy starting point for consistent designs and campaigns.
The Results
5.5M+
Annual Templates Used
1.8% Site Traffic
Driven by Templates
1.5M+
Annual Template Downloads