@ CANVA
2025

Canva – Design DNA

In 2025, 12 billion designs were created on Canva. Our job was to make that personal for 250M+ users.

We gave each person a snapshot of their creative year. A shareable identity card based on how they actually design.
The tools they overuse. The templates they love. The features they rely on.

36 personality types, from Font Stylist to Prompt Picasso. Each card also revealed whether users ranked in the top 1%, 5% or 10% globally for their favourite feature.

Design DNA did more than show stats. It celebrated creative achievement, turning raw data into something personaL and worth sharing.

Canva AI generated a unique visual world and personalised copy for each type, shaped and refined by the creative team.

250 million cards. Each one feeling handcrafted. AI at scale. Human in how it felt.

Launched across push, email, social and homepage, it brought users back in and gave them something to share.

Behind it THE data, AI, MARKETING, creative and engineering TEAMS working as one.

Simple for users. Serious technology behind the scenes.

↳ CREATIVE DIRECTION / WRITING