Scaling Creative Operations 

Problem & Challenge

• Designers and writers were starting client projects without enough context — leading to internal revisions, misalignment, and delayed delivery

• No shared reference point existed for brand direction on digital efforts, so the same questions kept getting asked project after project

• Client strategy conversations lacked a structured framework, making it hard to align recommendations with actual performance data

Research & Process

• Built a brand usage guide focused specifically on digital efforts — giving designers and writers the context they needed without the overwhelm of traditional brand guidelines

• Structured a reusable client brief that could be updated per project — reducing back and forth so the only variable input needed is a request form with campaign specifics

• Developed an audit deck to facilitate strategy conversations with clients and media buyers — grounding initial recommendations in performance data and improving collaborative forecasting

• Built a performance review deck to evaluate results after audit recommendations were implemented — allowing strategy to be adjusted based on what the data actually showed

• Built a copy system using AI to provide character counts by platform — supporting writers with clear parameters

• Developed training for every system to ensure adoption across the team

Findings and Implications

• Reduced internal revisions significantly — briefs alone cut client delivery time by a full day

• The audit to performance review cycle created a continuous feedback loop between strategy and execution

• Teams shifted from scattered repeated questions to a structured reference system

• Demonstrated that operational design — building the systems people actually use — is as impactful as the creative work itself