Project Fizzion
Designers Lead.
AI follows.
AI-driven design solutions like Canva, AdCreative.AI, Typeface, Sitecore, and even GenStudio promise efficiency and content at scale by just uploading Brand and Visual Guidelines - as Fast Company said - they all struggle deeply with interpreting human-written guidelines accurately.
Built directly into Adobe Creative Cloud, Project Fizzion invented by The Coca-Cola Company and developed by Adobe (non-exclusive) empowers designers to intuitively train an intelligent design system - called “StyleIDs” - in real-time. These intelligent StyleIDs autonomously capture designers’ intent and visually translate brand guidelines accurately, and without manual interpretation by data scientists and engineers. Fizzion is innovation that unlocks AI’s true promise for content at scale.
Coca-Cola is leading innovation for decades
For nearly 140 years, Coca-Cola has led brand innovation, setting blueprints that others across industries have followed. From pioneering the contour bottle to standardizing global identity systems, Coca-Cola has continuously redefined how brands scale creative excellence. Fizzion builds on that legacy being the first and setting the blueprint for others to follow: an intelligent design system where brand rules live within assets themselves—ensuring consistency, speed, and adaptability at every touchpoint.
Creating for our over 200 brands content at global scale has always been complex, costly, and labor-intensive. Each global campaign at Coca-Cola, involves producing more than 5,000 unique creative assets across 200 countries, 150 languages and connects daily with billions of consumers.
Project Fizzion in partnership with Adobe builds on our powerful being-first legacy, establishing the first truly intelligent design system where brand guidelines dynamically live inside the visual assets themselves - likely being adopted by other brands. In a rapidly evolving world, Coca-Cola again proves that iconic brands can harmoniously balance global consistency with meaningful local relevance, even in an era of AI, ensuring The Coca-Cola Company's brands remain instantly recognizable, resonant, on-brand, and with consistent design quality at every touchpoint.
How does it work:
Fizzion reimagines traditional brand management by transforming static guidelines into dynamic, intelligent visual identities. It fundamentally changes how creatives work - while it does not. It's the first time designers can train an AI model without on layouts, graphics, typography, composition, colors, etc. saving it all in an intelligent agent called StyleID. Each brand platform has their own StyleID enabling brand consistency without sacrificing creative freedom.
Once trained, StyleIDs act as real-time guides, enabling agency partners to generate hundreds of localized campaign variations with precision and consistency — freeing creatives to focus on storytelling, not formatting and reading and making sense of written brand guidelines and visual identity systems. The result: fewer errors, faster execution, and stronger brand integrity at scale in the tools everyone uses, keeping the experience tight to the existing design behavior and process of each creative.
Natively embedded in Adobe Creative Cloud
Fizzion harnesses Adobe Firefly AI Services and OpenAI's generative AI reasoning technology, fully integrated within Adobe Creative Cloud tools. As designers naturally create visual compositions, selecting typefaces, adjusting layouts, or refining color palettes. This creative intent becomes embedded in intelligent StyleIDs allowing visual elements and objects to know exactly how to adapt and maintain brand consistency autonomously.
These StyleIDs carry embedded intelligence, understanding precisely how each visual element and object relates to others using OpenAI's latest reasoning models.
Adobe Firefly Services allow to use a StyleID to create brand artboards at scale with the click of a button. Dragging and rescaling of layouts and any changes to copy, imagery or icons are immediately cascade across all of the art boards that Designers create, if they wish so. Additionally it allows Auto-resizing, smart cropping, and context-aware content updates (e.g., changing food updates image and recipe text across assets).
