Digital Asset Management Project
As Redfin grew from a start-up to a publicly traded company, the scalability of storing and having governance over thousands of creative assets became overwhelming.
To ensure proper compliance with brand and legal standards,
Redfin needed a single source of truth with proper governance, meta tags, and automated workflows.
The Problem
As Redfin grew into a publicly traded real estate tech juggernaut, the creative Brand assets lived in multiple places; the cloud, hard drives, and local machines. With no meta tags or search ability, finding proper assets was a mess.
To ensure proper Brand and Legal compliance, Redfin needed a single source of truth for all creative assets. The HQ and Real Estate teams also needed a speedy way to find and download assets, with assurance that all assets were in compliance.
Solution & Implementation
I researched and experimented with several options before choosing a DAM that gave Redfin the necessary creative asset management tools, without too much bloat.
As the DAM administrator, I set first up the workspaces and created governance rules and workflow.
Next up was defining file name conventions, meta tag keywords, asset hierarchy, and roles for all Redfin teams.
After moving all creative photo assets into the DAM, I shut down all shared Google Drive, sharing the workflow with teams via email, internal communications, and joining team meetings to socialize the new features and ease of the new DAM.
The Results
From chaos to clarity: a single source of truth was created from a labyrinth of folders . The DAM now holds 26,000+ assets and curated collections for all projects, giving every Redfin team instant access to brand-approved content.
API automation was another game-changer. The agent photography program dropped from 160 hours of manual work per year to just 30 minutes per year, email marketing assets flowed directly into campaigns without delays, and videos were served up with viewable data easy to report.
Clear governance and simple onboarding made adoption seamless. The DAM became more than storage—it became a strategic engine driving speed, consistency, and scale across Redfin.