Case study 02 · Design system → campaign
BLEP
One Figma design system, every campaign wave. The Business Leadership Executive Program markets year-round. So instead of designing posts, I designed the machine that makes them.
Client
Hardé Business School
Role
Senior Visual Designer
Context
In-house · flagship executive program
Deliverables
Figma design system · campaign waves · brochures · motion
Outcome
150+ assets from one component library
From brief to rollout
The problem, studied
Campaign audit · workload math
BLEP never stops marketing. Every cohort needs a launch wave, countdowns, facilitator features, masterclasses, event creatives, certificates and testimonial cuts, across feed, story, wide and print formats. Several waves a year. One designer.
Auditing past waves showed the same layouts being rebuilt from scratch each cycle. Same anatomy, new colours, quality drifting from one cohort to the next. The fix wasn’t working faster. It was never designing the same thing twice.
- 01
Every wave reuses ~10 layout anatomies. They should be components, not files.
- 02
Waves differ mainly by colourway. Colour belongs in a variant property, not a redesign.
- 03
Formats are predictable: 1080×1080, 1080×1350, 1080×1920, 1920×1080. Every master should ship in all four.
Strategy
Build once, ship a campaign
I built BLEP as a component library in Figma: master layouts with swappable photo, name and date slots, and variant properties for colourway and format. A new cohort wave becomes instantiation, not invention. The system holds the consistency, so the designer's time goes into the decisions that actually need judgment.
Don’t design the post. Design the machine that makes the posts.
The system
Variants you can flip through
Same master component, three colourways. These are real shipped exports. Flip through them. Only the variant property changes; the anatomy, hierarchy and slots hold.
And every master ships in every format. The same design, resized as a component across feed, story and wide, not redrawn.
Look at one component up close. The instructor card is a single master component with a variant property. Swap it and the photo, name and title change together. Build one card, get the whole faculty.
The component anatomy
- 01Photo slot: masked, fades into the navy field, swappable per instructor
- 02Name: bound to the variant property
- 03Title & company: bound to the same variant
1 component · 11 variants
Dropped into the master post, that one component builds a whole faculty campaign. Same layout, different instructor, zero redraws.
Rollout
Four campaign waves, one library
Cohort launches, countdowns, masterclasses, hangouts, closing ceremonies, certificates, billboards, merch. Every instance below came out of the same library. Different waves, different colourways, unmistakably one brand.
And it scales to out-of-home. The same components compose billboard and large-format layouts. That faculty strip along the bottom is the instructor component, printed wide.
The system extends to print with a program brochure set, and to motion, where the same palette and type carry campaign film and social video.
Campaign ad (story format) and social cut. Same system, in motion.
Outcome
What the system bought
The library turned campaign production from a bottleneck into a rhythm. New waves ship in days, stay on-brand by construction, and the program’s face stays consistent from feed to billboard to brochure. The system set the house style other program creatives are matched against, and its campaign film was chosen as the anchor creative for the program’s next six-month campaign.
150+
Campaign & social assets shipped from one library
4
Campaign waves across cohorts, instantiated not redesigned
3×4
Colourway × format variants on every master component