♞ Design Strategy - Case study
CLIENT
J.P.Morgan Asset Management
AGENCY
Leap
SERVICES
SERVICE DESIGN
DESIGN GOVERNANCE
DESIGN SYSTEMS
GUIDELINES
CONTENT STRATEGY
SOCIAL MEDIA
Unwind Cabins
Streamlining workflows and enhancing brand consistency through a unified social media guide.
Large-scale studios handle a high volume of social media content production, requiring a structured approach to ensure brand consistency and efficiency. Producing social media content at scale requires a structured approach to ensure brand consistency and efficiency. Through research and auditing, I developed a 30-page social media design system, introducing reusable templates categorised by campaign type, product, and post objective, with clear guidelines for marketers and designers.
This framework optimised workflows, reducing content creation time by 30% while enhancing brand consistency across platforms. To support adoption, I led team training sessions and workshops, equipping stakeholders with the tools to create content efficiently and effectively.
AT A GLANCE
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Many large organizations face challenges in maintaining branding consistency and efficient workflows when producing social media content at scale. Without a structured approach, marketing teams can struggle with maintaining a cohesive visual and messaging identity, leading to inefficiencies and inconsistencies across platforms. In this scenario
Key Issues:
Inconsistent Branding: Lack of cohesion in visuals and messaging across LinkedIn and other platforms.
Inefficient Workflow: Marketers and designers could face a time-intensive process starting each campaign from scratch.
Absence of Unified Framework: Teams m lacked a centralized guide to streamline and standardize content creation.
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To address this, I designed a 30-page Social Media Playbook that provided a structured framework for content creation.
Key Features:
Categorised Templates: Organised by campaign type, product, and post objectives.
Reusable Templates: Ready-made options for common posts, such as market insights, corporate announcements, and product launches.
Guidelines: Simple instructions on tailoring templates for various platforms like LinkedIn and Twitter.
Efficiency Tools: A step-by-step system for briefing designers.
Brand compliance and training workshop.
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The Impact:
Reduced content creation time by 30% by eliminating redundant template development.
Strengthened brand consistency across all social media channels.
Improved cross-team collaboration, ensuring seamless execution of digital campaigns.
♞ STEPS TAKEN
02 | Implementation
2- Categorisation
Organised templates into key categories to streamline selection and ensure consistency. Identified which templates were suitable, which needed redesign or refinement based on brand guidelines, and where gaps existed in template coverage.
Differentiated templates accordingly and ensured all adjustments were made in alignment with the brand guidelines.
1 - Template Collection
Conducted a comprehensive audit of all existing templates to assess usage, consistency and branding alignment.
4 - Guidelines & Team training
Developed detailed guidelines for the studio
team and led interactive workshops to onboard stakeholders. Conducted hands-on training sessions to ensure seamless adoption and effective integration of the playbook into daily workflows.
3 - Playbook creation
Tested all templates for usability, consistency, and brand alignment before finalising the playbook. Designed new templates to fill gaps and refined existing ones. Worked with stakeholders to ensure branding and communication consistency. Developed a 30-page Social Media Playbook with a visual directory, clear guidelines, and practical examples.
