Automating campaign assets

While working in the marketing team, I observed that campaign assets were being created manually for every dimension, leading to slow turnaround and lots of back-and-forth. As a UX designer, I saw an opportunity to streamline this process.

Role

UI/UX Designer

Timeline

1 week

Type

Marketing campaign

Industry

Manufacturing

Overview

To address a major inefficiency in our campaign execution process, I took the initiative to design and implement an automated asset generation system in Figma. This system dramatically reduced production time, eliminated repetitive manual work, and improved collaboration across teams.

The Problem

Our previous EOFY campaign exposed a critical bottleneck: every campaign banner variation—across sizes, channels, and layouts—was being created manually. This led to:

Excessive production time (dozens of near-identical banners)
Frequent back-and-forth between designers and marketing
Difficulty scaling campaigns under tight deadlines

It became clear we needed a more scalable, systemized way to produce assets.

My Approach

As a UX designer embedded in the marketing team, I saw an opportunity to introduce design system thinking into campaign execution. I:

Audited the entire asset production workflow

Identified repeatable patterns across banner types and sizes
Designed a reusable, scalable asset system in Figma using components, variables, and auto layout
Implemented a framework where one change cascades across all variations
Documented the workflow to ensure adoption by the wider team

This was done proactively — there was no brief or request. I initiated the change because I saw how much time was being wasted.

Outcomes & Impact

✅ 60–70% faster asset production
✅ Near-zero back-and-forth between marketing and design
✅ Faster iterations and campaign adaptability
✅ Reduced burnout from repetitive design tasks
✅ Scalable system now used as the foundation for future campaigns

STRATEGIC VALUE

By turning campaign execution into a scalable system, I helped shift the team from execution mode to strategic mode — freeing time, increasing responsiveness, and enabling faster experimentation. This initiative directly supported business goals like faster go-to-market, improved consistency, and reduced operational drag.

I pinpointed the recurring components across all campaign assets, then built them so a single edit at the component level instantly updates every asset. This eliminates the need for manual, one-by-one changes.

Now, every design is easy to replicate and update. Components let us instantly swap backgrounds, headlines, descriptions, and key visuals without touching each asset manually.