Salesforce

Campaign system

Localization + scale

Scalable Social Campaign System

Scalable Social Campaign System

Scalable Social Campaign System

A flexible Figma system for recurring campaign creative across formats, languages, and markets.

A flexible Figma system for recurring campaign creative across formats, languages, and markets.

A flexible Figma system for recurring campaign creative across formats, languages, and markets.

Reusable variants, adjustable layouts, and shared art direction made it possible to adapt copy, imagery, language, and format without rebuilding every asset from scratch.

Reusable variants, adjustable layouts, and shared art direction made it possible to adapt copy, imagery, language, and format without rebuilding every asset from scratch.

Salesforce social campaign system shown across a wide range of responsive ad formats

THE OUTCOME

One repeatable creative system, designed to travel across campaigns and markets.

One repeatable creative system, designed to travel across campaigns and markets.

One repeatable creative system, designed to travel across campaigns and markets.

Responsive by design

A shared visual language works across square, portrait, landscape, and display formats.

Ready to localize

Flexible compositions absorb translated copy and regional requirements without losing hierarchy.

Built for reuse

Campaign teams can adjust copy, imagery, and offers while preserving the core system.

01 / THE CHALLENGE

High-volume campaign work can fragment quickly.

High-volume campaign work can fragment quickly.

High-volume campaign work can fragment quickly.

Recurring social campaigns needed to move through many formats and languages. A bespoke workflow for every asset would be slow to maintain and difficult to keep visually consistent.

Recurring social campaigns needed to move through many formats and languages. A bespoke workflow for every asset would be slow to maintain and difficult to keep visually consistent.

01

Protect the message

Type and CTA hierarchy remain clear even when copy length, offer, or language changes.

02

Design for variation

Layouts flex across aspect ratios without collapsing into one repetitive template.

03

Keep the brand visible

Color, illustration, imagery, and product UI stay coherent across every output.

02 / THE SYSTEM

A component system that turns campaign complexity into controlled choices.

A component system that turns campaign complexity into controlled choices.

A component system that turns campaign complexity into controlled choices.

Instead of designing every deliverable independently, I defined a small set of properties—content, visual style, ratio, and locale—that could recombine without breaking brand hierarchy.

Instead of designing every deliverable independently, I defined a small set of properties—content, visual style, ratio, and locale—that could recombine without breaking brand hierarchy.

Instead of designing every deliverable independently, I defined a small set of properties—content, visual style, ratio, and locale—that could recombine without breaking brand hierarchy.

01

Content properties

Headline, offer, CTA, logo position, and image slot stay editable inside protected hierarchy and spacing rules.

02

Visual system

Background families, color pairings, product UI, people, and illustration can change without changing the composition logic.

03

Responsive variants

Dedicated tiny, square, portrait, landscape, and banner variants reorganize the same content for each placement.

04

Localization rules

English and French copy—including longer translated strings and alternate CTA labels—is tested inside the same components.

03 / UNDER THE HOOD

The backend manages the complexity before production begins.

The backend manages the complexity before production begins.

The backend manages the complexity before production begins.

Figma properties and variants separate what can change from what must stay locked. Teams can combine messages, art direction, ratios, and languages without rebuilding a layout or improvising brand rules.

Figma properties and variants separate what can change from what must stay locked. Teams can combine messages, art direction, ratios, and languages without rebuilding a layout or improvising brand rules.

Figma properties and variants separate what can change from what must stay locked. Teams can combine messages, art direction, ratios, and languages without rebuilding a layout or improvising brand rules.

CONTENT

Campaign copy + CTA

Editable message slots inside locked type hierarchy.

STYLE

Palette + backgrounds

Controlled visual families preserve brand recognition.

FORMAT

Tiny to tall

Responsive variants recompose for each placement.

LOCALE

English + French

Copy length and CTA changes are planned into the system.

Responsive variant architecture

Responsive variant architecture

The component reorganizes headline, CTA, logo, art, and image space across compact units, banners, landscape canvases, and portrait placements. Each variant is intentionally composed—not simply resized.

Figma component matrix showing Salesforce campaign layouts across square, landscape, banner, and portrait formats

A control surface for campaign production

A control surface for campaign production

Color, background style, copy state, CTA language, artwork, and ratio are organized as reusable choices. The toolkit makes the available combinations visible while protecting the rules that should never drift.

Campaign asset toolkit showing color, background, English and French copy, CTA, and artwork controls

A campaign idea, scaled across every placement

The system holds together from compact units to large-format social creative. Content changes, but spacing, brand cues, and action hierarchy stay consistent.

A campaign idea, scaled across every placement

The system holds together from compact units to large-format social creative. Content changes, but spacing, brand cues, and action hierarchy stay consistent.

A campaign idea, scaled across every placement

The system holds together from compact units to large-format social creative. Content changes, but spacing, brand cues, and action hierarchy stay consistent.

Variation without visual drift

A second campaign uses the same production logic with a different offer, art direction, and product story—showing that the system supports range, not sameness.

Variation without visual drift

A second campaign uses the same production logic with a different offer, art direction, and product story—showing that the system supports range, not sameness.

Variation without visual drift

A second campaign uses the same production logic with a different offer, art direction, and product story—showing that the system supports range, not sameness.

Localization is part of the layout—not an afterthought

Flexible compositions accommodate translated headlines and calls to action while keeping the campaign legible and unmistakably Salesforce.

Localization is part of the layout—not an afterthought

Flexible compositions accommodate translated headlines and calls to action while keeping the campaign legible and unmistakably Salesforce.

Localization is part of the layout—not an afterthought

Flexible compositions accommodate translated headlines and calls to action while keeping the campaign legible and unmistakably Salesforce.

04 / FINAL OUTCOME

A campaign engine that stays coherent while the work keeps changing.

A campaign engine that stays coherent while the work keeps changing.

A campaign engine that stays coherent while the work keeps changing.

The finished system gives recurring campaign work a durable foundation: flexible enough for new messages and markets, structured enough to protect the brand, and clear enough for teams to use repeatedly.

The finished system gives recurring campaign work a durable foundation: flexible enough for new messages and markets, structured enough to protect the brand, and clear enough for teams to use repeatedly.