Lead Graphic Designer
Template Systems & Content Acceleration
Enabling social and marketing teams to create brand-consistent content independently, reducing bottlenecks while maintaining visual integrity across hundreds of unique asset combinations.
The Brief
Social content moves fast and needs to stay agile. But designing custom assets for every post meant design was constantly context-switching, pulling away from other project work to meet social's timelines and creating friction across the teams.
The solution wasn't to slow social down. It was to give them the independence to create on their own while keeping the brand intact.
My Role
Lead the architecture and execution of a comprehensive template system using Adobe Express.
Design over 30 branded templates spanning a variety of social assets that eliminated the need for design support on routine content while maintaining brand integrity across all outputs.
Build a comprehensive and easy to use brand library including 86 interchangeable background elements and over 40 icons and other branded components that combine to create 330+ unique asset variations, ensuring visual diversity without multiplying design work.
My Strategy
Build a dynamic library of templates spanning multiple content types, sizes, and visual styles, flexible enough for social's needs but locked down where it matters.
Use Adobe Express as the creative engine, pairing templates with a brand library that locks design placement while allowing edits only to approved colors and copy. This approach means that social has the flexibility to create a wide variety of assets instantly without design having to proof for visual consistency.
Add clear examples and usage guidelines so social and comms could own their content creation independently while design maintained control over the system itself.
Results to Date
330+
21%+
unique asset combinations available
from a single template system
avg. engagement on LinkedIn ads created from templates
consistently outperforming custom-designed alternatives