AI-powered Branding Platform / Looka.com
A large-scale browser-based branding and visual content platform for creating brand assets, working with design templates, and using AI-assisted creative workflows.
Project overview
Brief description
A large-scale browser-based branding and visual content platform for creating brand assets, working with design templates, and using AI-assisted creative workflows.
Role
I worked as a senior full-stack engineer, contributing to frontend architecture, complex editor functionality, backend services, AI integrations, and performance optimization across a large production platform.
Full description
I contributed to the evolution of a large-scale AI-powered branding platform focused on visual content, brand asset generation, and browser-based design workflows.
One of my main areas of work was the modernization of a complex React codebase. I helped migrate legacy class-based components toward a more maintainable hook-based architecture, improved component structure, and supported the long-term evolution of the frontend application.
I also designed and implemented the core architecture of a complex Canva-style editor. This work included custom state management, geometry processing, rendering logic, object manipulation, precision-sensitive calculations, and React integration layers optimized for heavy real-time interaction. The challenge was not only to build UI components, but to create an editor architecture that could remain responsive and maintainable while supporting complex design operations.
On the AI side, I integrated AI-assisted creative workflows using tools such as OpenAI and image generation systems. These workflows helped generate and improve visual assets, extend creative capabilities, and reduce dependency on manual design work.
I also contributed across backend and infrastructure layers, including Node.js services, GraphQL APIs, AWS-based workflows, and serverless optimization. In several cases, I redesigned and optimized microservice and background workflows to significantly reduce execution time (up to 70%) and improve operational efficiency.
This project combined product engineering, frontend performance, AI integration, backend architecture, and long-term codebase modernization in a mature production environment.