Guillermo Muñoz
All work

04 / 09

Emirates Design

Emirates' internal design studio, run by AI agents.

Role
Builder & maintainer
Context
Emirates, via Merkle, 2026
Stack
Next.js, Electron, TypeScript, Anthropic SDK, Gemini, SQLite, Tailwind

Emirates Design — the film

The problem

Every campaign asset — landing page, social set, email — was designed by hand, then rebuilt by developers. The brand system lived in PDFs, so consistency across channels was enforced manually and slowly.

What I did

  1. 1Stood up an agent-native design studio for Emirates, forked from the open-source Open Design project and rebranded as Emirates Design.
  2. 2Encoded the Emirates digital design system (colour, type, grids, social specs, British-English copy rules) as a machine-readable contract every generation follows.
  3. 3Wired it to the coding agents already on the laptop (Claude Code, Gemini CLI, Codex) so the CLI itself becomes the design engine.
  4. 4Built starting points from real campaign references — brief one sentence, the assistant applies the guidelines and returns real code (HTML / PPTX / MP4).

Outcome

  • On-brand campaign artifacts across web, social and email produced in minutes, not days.
  • Shipped work like the Aircrafted Arsenal Crest campaign set — landing page, Instagram carousel, profile grid and video screen, in light and dark mode.
  • No vendor lock-in — an open toolchain the team fully owns and can extend.

Gallery

01 / 055 images
01Campaign landingAn emirates.com campaign landing for the Aircrafted Arsenal Crest, generated on the Emirates design system: grid, type and assets applied automatically.
02Studio homeWhat do you want to design? Prototype, slide deck, HyperFrames, live artifact, image, video or audio — on Emirates starting points.
03Instagram setCarousel post, profile with highlights, 3×3 grid and a long-form video screen, in light and dark mode — with the social specs it was checked against.
04Tactical fare emailA seasonal-fares email assembled from the real Emirates email module library, ready for Marketing Cloud.
05New-route social adA launch creative for the Dubai–Da Nang route, generated on the same design system.
Next projectEmiratesGPTConversational email creation, on brand, at scale.