A steady flow of creatives
SMM and creatives
A constant flow of material for the ecosystem's feeds. More than two thousand creatives in a year, with the template having to be rebuilt almost every time.
- Graphic design
- Social
- Team leadership
What it was
Creatives, carousels, reporting formats for sales, formats for the best and worst currency pairs, layouts for promotions and holidays in the style of club posters.
There were templates, but not the kind where you swap the picture and the text and ship it. Every time it was painstaking work, so the feed would not turn into coloured mush.
Over that time the ecosystem went through several rebrands, including one called New Generation: dark rocks, neon, glow.
The brand pendulum
The brand swung between two poles: strict and conservative, in the language of traders, and loud and accented, in the language of the affiliate network. The owner asked for calmer, then brighter, round and round.
At the time I took it for a change of mood. Now I see the structural cause: the brand served two audiences with no rule about which register belonged where. I would declare two registers with a rule by audience and channel, and the pendulum would stop on its own.
Promotional stories
Stories for promotions and sales. One format, a 9:16 vertical, but many occasions and languages: English, Spanish, Portuguese, plus separate runs for cities and dates.
Each one was built from scratch. The template set the grid and the typography but not the image: you could not swap a background and a number and ship it, or the feed would turn into one repeating layout.
One series, six versions
A series is not a single image but a connected argument: the thought unfolds slide by slide, the first one hooks, the middle explains, the last one lands the point. Series run from four to seven slides.
And every series ships as a feed post and a story, in each of three languages: English, Spanish and Portuguese. The first frame shows one series in full in that layout.
Six versions of every slide. A four-slide series is twenty four finished layouts, a seven-slide one is forty two.
The second frame shows the same material in the overall layout: product announcements, the product line by language, the post series, and separate campaigns tied to dates. Forty two series sit in that column, and the one taken apart above is only one of them.
One series, three languages, two formats
The same series inside the overall output
Four series in full
Each one below is shown slide by slide, in the order it was swiped through in the feed.
A title, five numbered rules, a conclusion. The series is built as a structure: the numbering shows how much is left, and people read to the end.
This one carries real numbers: start 10,000, low 9,500, drawdown 500. The difference between absolute, relative and maximum drawdown is explained by the arithmetic right on screen.
The same subject from the other side: a mindset in place of rules. Photography instead of infographics, green instead of red.
The shortest one, five slides. It opens with a question, which works better in a feed because it makes you stop.
One artboard out of dozens
Everything here shipped. Not sketches, not alternates.
And this is one artboard, one of dozens. The flow of layouts ran nonstop, every day.
Figma freezes. The material is produced without pause, in batches.
This is not a complaint, it is a description of the pace. I never counted how many layouts came out of it: the one figure I can stand behind is 2,000+ materials in a year. At that flow the question is no longer how to draw one, but how to keep the system intact.
Banners
Different occasions, different formats, one language: verticals for stories, squares for the feed, horizontals for placements that need a wide frame.
A wall like this only comes together on shared rules. The grid, the typography and the handling of photography and backgrounds are set once, and after that every new occasion finds its own place.
