Technology is disclosed for processing an image just-in-time, e.g., upon receiving a request for an image (“the technology”). Various embodiments of the technology include processing one or more original images based on a recipe and attributes of the end user device on which the image is viewed to generate a rendered image. A recipe can specify various image processing operations such as a target size, resolution, or color pattern of the image to be rendered, a target portion of the image to be highlighted or cropped etc. In some embodiments, the recipe and the one or more original images can be provided by a client who wishes to publish the rendered image. The end user device attributes such as a type of the end user device, a display size, a display resolution, ambient lighting etc. are also considered for rendering the image.