Capability 07 · Built once, runs everywhere
A campaign is not one film. It is a system that holds.
Campaign Design Systems give a campaign what it needs to survive contact with forty formats and a dozen markets: one idea, an art direction, a message matrix, sized templates built on tokens, motion rules, and governance with automated checks before anything ships.
An illustrative master layout with four slots — key visual, headline, call to action and logo — re-flowing into 16:9, 4:5, 9:16, 1:1 and 3:1 formats under the same rules for type, safe zone and contrast.
16:9 · YouTube · 6 s bumper · kit check 12/124:5 · Meta · feed · kit check 12/129:16 · Reels · Shorts · kit check 11/12 · CTA moved1:1 · LinkedIn · feed · kit check 12/123:1 · Out of home · 48-sheet · kit check 12/12 Illustrative
What we do · 6 parts
Six parts that keep a campaign recognisable
A campaign system is built like a product: tokens, components, rules and tests, so market teams move fast without drifting.
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01
Campaign platform & master idea
One idea with enough room for every market and format, expressed as a line, a look, and a clear statement of what it is not.
One idea -
02
Art direction & campaign toolkit
Photography direction, typography, colour behaviour, graphic devices and motion, defined as a kit of parts rather than a set of finished ads.
Kit of parts -
03
Message matrix
Messages by audience, market and funnel stage, with the claims each one may make and the proof behind it.
Audience × stage -
04
Master templates & sizing
Master artwork and sized templates for every placement, built on tokens so one change propagates instead of being remade forty times.
Tokens · every size -
05
Localisation & adaptation rules
What markets may change and what they may not, with type, layout and legal variations handled by the system rather than by exception.
Fixed · flexible -
06
Governance & automated checks
A review route, an asset register, and automated checks for colour, type, safe areas, contrast and legal lines before anything reaches media.
Checked before ship
How it runs · 4 stages
Design the system, then prove it on the hardest format
Every direction is tested on the smallest, busiest and most regulated placement before it is chosen. If it holds there, it holds anywhere.
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01
Wk 01–02
Frame
The campaign’s job, audiences, markets, placements and constraints. The hardest formats are identified and become the test cases.
- Campaign brief
- Format inventory
- Constraint list
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02
Wk 02–06
Design
Two or three platforms developed and shown on real placements, including the awkward ones. One is chosen and refined into a toolkit.
- Campaign directions
- Chosen platform
- Art direction
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03
Wk 06–09
Systemise
Tokens, master templates, the message matrix, motion rules and localisation rules built, then tested with a market team on live work.
- Master templates
- Message matrix
- Localisation rules
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04
Wk 09–10
Govern
Guidelines published, automated checks configured, the asset register set up, and market teams trained on what they may change.
- Campaign guidelines
- Automated checks
- Training session
In practice · inheritance map
Change the token once. Every execution that uses it follows.
The map shows which components inherit each token and which executions use them, so a change is reviewed once and a visual diff catches anything that drifted.
| Part | Inherits | Used by | Visual diff | Status |
|---|---|---|---|---|
| Colour · accent | Token | 38 executions | 0 px drift | Stable |
| Headline lock-up | Type scale + accent | 26 executions | 0 px drift | Stable |
| Offer badge | Accent + radius | 19 executions | 3 px on 2 sizes | In review |
| Story frame 9:16 | Grid + lock-up | 12 executions | 0 px drift | Stable |
| Legacy banner 728 | Old grid | 4 executions | 11 px | Retire |
- Executions from the kit
- 92%Not rebuilt from scratch
- New size, brief to live
- 1 dayDown from 5
- Drift caught before launch
- 7By visual diff, this quarter
Illustrative The map is generated from your design files and published templates.
What you get
The kit of parts, versioned like software.
Tokens, components, templates, usage rules and the change log, published where designers, agencies and AI tools pick them up.
| # | Deliverable | Format |
|---|---|---|
| 01 | Campaign platform & master idea | Deck |
| 02 | Art direction & campaign toolkit | Figma · PDF |
| 03 | Message matrix by audience and market | Sheet |
| 04 | Master templates & design tokens | Figma · JSON |
| 05 | Motion & sound rules | Document · reference files |
| 06 | Localisation & adaptation rules | Document |
| 07 | Campaign guidelines & asset register | Web · sheet |
What changes
The next hundred executions cost less than the first ten.
Measured on speed, reuse and drift from the master. Aims against your baseline, not guarantees.
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Recognisable at every size
The same campaign reads as itself in a six-second bumper, a billboard and a banner, because each was designed into the system.
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Markets move without asking
Clear rules on what may change let local teams adapt in a day instead of waiting a fortnight for approval.
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Fewer errors before launch
Automated checks for contrast, safe areas, type size and legal lines catch the mistakes that used to be found in the wild.
Tools we work in
Built in Figma. Shipped to every tool that makes.
The design, content and automation tools campaign systems run on. Named as tools we use, not partnerships. Generative tools draw only from approved parts.
- Figma
- Storybook
- Contentful
- Sanity
- Webflow
- Notion
- Jira
- Linear
- Miro
- GitHub
- n8n
- Google Gemini
Also in use
- OpenAI
Frameworks we build to
Every template accessible, every AI output labelled.
Frameworks the system’s parts are checked against. We build to them; they are not certifications we hold.
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WCAG 2.2 AA — Web Content Accessibility Guidelines
Web Content Accessibility Guidelines
Colour pairs, type sizes and motion in every template pre-checked, so a new execution cannot fail contrast by accident.
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Core Web Vitals — Loading, interactivity and visual stability
Loading, interactivity and visual stability
Web and landing templates ship with image sizes and font loading that hold LCP ≤ 2.5 s and CLS ≤ 0.1.
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EU AI Act — Artificial Intelligence Act (EU) 2024/1689
Artificial Intelligence Act (EU) 2024/1689
AI-generated imagery made from the kit is marked as such, with the prompt and approver kept in the change log.
Services & packages
One idea, built to survive forty formats.
The framework behind a campaign: the master idea, art direction, message matrix, templates on tokens, motion rules, localisation rules and automated checks. Built so market teams can move quickly without the campaign drifting.
- Categories
- 04
- Services
- 15
- Packages
- 04
How to buy
- 01Pick services. Enquire about one, or add several to a brief.
- 02Choose how to engage. A sprint, a fixed project or an ongoing team.
- 03Send the brief. We reply within one working day.
Start a project
Ways to engage. Same team, same standard.
Three ways in, from a two-minute question to a formal RFQ. Each is read in full by the lead for the work, and anything already in your brief goes with it.
Or book a thirty-minute call-
01
For a first conversation, a press request, or anything that does not need a scope yet.
You get A reply from a lead, not a sales queue
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02Most useful
Goals, audiences, a budget band and timing. Enough for us to come back with a shape, not only questions.
You get Options and a first scope after one call
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03
Your pack, your deadlines, and the procurement and security rules the work must meet.
You get Receipt confirmed and a named bid lead
How it is priced
Each package shows how it is priced. Every engagement starts with a written scope and a quote agreed before work begins.
Opens a project brief with this package chosen.
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In your brief
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
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In your brief
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
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In your brief
- Typical length
- 3–9 months
- Pricing
- Fixed price per milestone
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In your brief
- Typical length
- 6–18 months
- Pricing
- Programme fee · by statement of work
Compare what each package includes
| Package | Every engagement includes | Best for |
|---|---|---|
| ProjectA defined scope, delivered for a fixed price. |
|
Work you can describe up front: an identity, a system, a set of tools |
| SprintOne fixed question, answered in one to three weeks. |
|
Discovery, a diagnostic, a prototype or a decision you need to make soon |
| MilestoneA larger build, split into gated phases you approve and pay for one at a time. |
|
Programmes too big to fix in one contract, and teams that want control at each step |
| EnterpriseA multi-workstream programme with governance, a dedicated team and SLAs. |
|
Large organisations running change across markets, portfolios or business units |
Questions
Asked about systems, answered plainly.
Anything else, ask us directly. The first conversation is about your goal, not our credentials.
01How is this different from brand guidelines?
Brand guidelines describe the brand. A campaign system describes one campaign: its idea, its look, its messages and its templates, built to run for a season and then retire. It sits inside the brand system and inherits its tokens.
02Will this make everything look the same?
It removes the decisions that should not be remade — grid, type, safe areas, legal lines — and protects the ones that matter. Markets keep their casting, their language and their offer.
03Do you build the templates in our tools?
Yes. Usually Figma for design, with tokens exported for web and for automated production, and templates in the formats your media and production partners need.
04How do the automated checks work?
Rules are defined for colour, contrast, minimum type size, safe areas, logo clearspace and mandatory legal lines. Assets are checked against them in the production pipeline, and anything failing is flagged with the reason before it reaches media.
05Can AI generate campaign variants?
For resizing, variants, background extension and first-draft copy, inside the system’s rules and with a person approving each asset. Anything synthetic that could be mistaken for a real person, place or event is labelled and recorded.
Works best with
A system is only worth what gets made with it.
Each capability stands on its own. These two are the ones systems most often runs alongside.
Let’s build what happens next.
Tell us what you’re building. We’ll answer straight.
Three ways to start
Every engagement starts with a written scope and a quote agreed before work begins.
Choose one of the three ways above