From Print to Pixels: How Jason Cassel Evolves His Craft with AI and a Collective QC Process
Editor’s Note: This article shares Jason Cassel’s journey from a fresh college graduate at Minuteman Press to a Senior Marketing Manager at HaystackID and how he has continually prioritized precision and quality control (QC). His early experience dealing with the aftermath of a typo stuck with him, teaching Cassel the value of meticulousness and review. Now, at HaystackID, Cassel leverages AI tools and teamwork to ensure top-notch output, from one-pagers to blog graphics to video reels. Throughout this article, readers will learn how Cassel and his colleagues’ structured QC process and use of AI help them deliver excellent work at scale and how they continue expanding their understanding and skillsets with AI to stay agile and innovative.
From Print to Pixels: How Jason Cassel Evolves His Craft with AI and a Collective QC Process
By HaystackID Staff
Jason Cassel has always had an eye for detail. Fresh out of college, he started at Minuteman Press, where a single typo in 10,000 brochures taught him the importance of precision.
“You learn pretty quickly how important quality control is after something like that happens,” Cassel recalled.
Through practice and diligence, he developed a structured quality control process that propelled him forward in his career. Now, as a Senior Marketing Manager at HaystackID, he ensures every asset is top-notch, leveraging teamwork and AI tools to optimize output.
Layering in QC to Asset Creation
Like the chicken and the egg, designers and writers often debate whether the image informs the copy or vice versa. For Cassel and his fellow team members, this is a fluid process in which individuals can bounce ideas off each other to create something more substantial than a rigid writer-designer workflow ultimately may allow.
“Some of our best work comes from taking the time to talk through how an image can bring a story to life or how copy can draw people in,” Cassel said. “Being a lean but nimble team allows us to wear different hats, try something new, but still execute quickly thanks to the processes we have in place.”
For example, here’s how that process works when preparing assets for our upcoming CFIUS webcast. After working with stakeholders and subject matter experts on the program’s direction, Director of Content Marketing Mary Bennett and Cassel worked on creating a narrative around this topic. Once the abstract was in good shape, Cassel created an image that would articulate the program’s core message while piquing someone’s interest.
Now, it’s time for the robust QC process. With the copy and image in hand, Cassel and Bennett passed the assets to HaystackID’s first reviewer. Laser-focused on the details, this individual looks at how the text and copy work together, from the image’s title size to the message conveyed in the words. They’ll see if these assets align with the distribution plan and audience.
“When you’re knee-deep in asset creation or ideation, you may miss a comma here or the right title associated with a certain individual,” Bennett said. “But your overall message could get lost if someone is instead distracted by the extra spacing or double period.”
From there, the second reviewer takes a final look at the assets, examining how the collateral aligns with the overall brand and the company’s strategic imperatives. This second review is essential for Cassel as he works with numerous teams across HaystackID, developing everything from a one-pager on our latest offering to sales presentations to graphics. This reviewer has access to vital information across the organization, so they can ensure the final product reflects the company’s current and future state.
AI: The Helpful Reviewer Elevating Content
Throughout this QC process, AI plays a vital role. From Grammarly helping ensure all the right “i’s” and “t’s” are dotted to ChatGPT helping with idea generation for image titles, Cassel and his colleagues continue elevating their skills by seeking AI training and experimenting with these tools to change how they work. AI is a helpful reviewer and proves to be just as effective as a co-creator.
“Jason’s been a real AI champion for our Marketing team, always pushing us to try new tools and fresh ways of doing things. He’s a big believer in the importance of constantly learning new skills to improve our work, just like other pros in our field who always find new ways to perfect their craft,” said Erin Meyer, VP of Marketing Operations at HaystackID.
Design and AI: The Collaboration Fueling HaystackID’s Creative Engine
Just like some writers may wonder if ChatGPT detracts from their copy’s authenticity, designers may pause to use AI to create their work. This thinking is different for Cassel, who views these tools as a way to augment his work.
“Everything is changing. Before, people used to have to go to a Staples store and have a person mockup what they wanted. Now they can do it all online,” Cassel explained. “With tools like Midjourney, I can expedite the creative process, and I think that’s the operative word here: design is a process.”
The process entails Cassel doubling as a graphic designer and AI prompter, a role in which he excels due to his recent certification from Vanderbilt University in “Prompt Engineering for ChatGPT.” Armed with this training, Cassel understands how to craft a prompt to generate an image that is a story and can work with the technology to refine it as needed to get to an output that meets the asset’s goal.
Cassel isn’t the only one who benefited from this training; the entire Marketing team at HaystackID earned the certification to improve their operations individually and collectively.
“In all lines of work, whether you’re a designer, lawyer, or coder, there’s nothing worse than getting complacent,” said Cassel. “When we moved from the print to the digital world, I had a lot to learn, and now I can’t imagine going back. The same is true with AI; it’s changing how I work, and I look forward to seeing what more I can do as this technology advances.”
“Jason’s rapid proficiency with AI tools to create imagery that perfectly embodies the HaystackID brand has been nothing short of amazing,” said Rob Robinson, CMO at HaystackID. “His innovative use of technology enhances our visual content and inspires us to explore how AI can drive even more value for our company and the industry. I’m excited to see how we can continue leveraging these advancements to push the boundaries of what’s possible.”
HaystackID President Andrea Wallack said, “Our Marketing team is one of many examples of our company’s focus on innovation, quality, and results. By harnessing individual expertise and enhancing it with the latest technologies, validating and ensuring quality with appropriate checks and balances, we continually strive to develop collective expertise that drives value for our clients, company, and industry.”
Assisted by GAI and LLM technologies.
Source: HaystackID