SALESFORCE • CAMPAIGN SYSTEM • FIGMA

A campaign system built to travel.

A campaign system built to travel.

A campaign system built to travel.

A localization-ready toolkit for recurring acquisition campaigns across languages, offers, and radically different formats.

A localization-ready toolkit for recurring acquisition campaigns across languages, offers, and radically different formats.

ROLE Senior Visual Designer FOCUS Systems + production OUTPUTS Tiny · 1:1 · Tall

Salesforce campaign assets toolkit

THE PRODUCTION CHALLENGE

The campaign changed.
The production problem didn’t.

The campaign changed.
The production problem didn’t.

The campaign changed.
The production problem didn’t.

Each brief repeated the same decisions across two languages, three offers, and three formats—inviting visual drift and expensive QA.

MANY FORMATS
A tiny banner cannot be treated like a cropped square or a scaled-down skyscraper.

MULTIPLE LANGUAGES
English and French required paired headline and CTA logic—not manual text swaps.

REPEATED OFFERS
40%, 75%, Free, and Flow campaigns shared a system but needed distinct proof points.

SYSTEM INSIGHT The real design unit was the decision model behind the campaign family.

SYSTEM ARCHITECTURE

Seven controlled inputs. One governed system.

Seven controlled inputs. One governed system.

Seven controlled inputs. One governed system.

Approved inputs could be combined without detaching components or rebuilding layouts.

01
Campaign

02
Language

03
Headline

04
CTA

05
Art

06
Background

07
Format

Salesforce campaign assets toolkit

CONTENT GOVERNANCE

Copy became a controlled matrix.

Copy became a controlled matrix.

Copy became a controlled matrix.

Offer-specific headlines and CTAs stayed paired across English and French, making localization visible and reviewable.

English and French campaign copy matrix
Headline component variants
CTA component variants

BACKGROUND SYSTEM

A flexible stage for every campaign.

A flexible stage for every campaign.

A flexible stage for every campaign.

A controlled palette and responsive curves created recognizable campaign space without forcing every execution into one composition.

Campaign palette and background elements
Background component variants

ART SYSTEM

One visual language, multiple stories.

One visual language, multiple stories.

One visual language, multiple stories.

Reusable art states shifted between product and offer stories, then recomposed for each format.

Art system across campaign sizes
Art component variants

RESPONSIVE PRODUCTION

One campaign. Three different ratios.

One campaign. Three different ratios.

One campaign. Three different ratios.

Each format was composed for its viewing condition rather than treated as a simple crop.

SQUARE • 1:1

Square campaign format

TINY • 529 × 66

Tiny campaign format

TALL • 300 × 1050

Tall campaign format

RESULTS

One system supporting 18 core campaign combinations.

One system supporting 18 core campaign combinations.

One system supporting 18 core campaign combinations.

One source supported 18 core combinations across three formats, two languages, and three messages—reducing duplicate assembly, revision effort, and QA risk.

ONE SOURCE OF TRUTH
Approved copy, art, and responsive formats lived in one production system.

FAST TO CHANGE
Offers, translations, and visual directions became controlled updates instead of placement-by-placement redesigns.

BUILT TO SCALE
The framework supported multiple campaign sets while preserving consistency across Tiny, square, and Tall.

Centralized Salesforce campaign system showing multiple sets, versions, languages, and formats

WHAT I BUILT

A production tool, not just a template.

A production tool, not just a template.

A production tool, not just a template.

The creative team gained a reusable campaign framework without losing localization or format-specific judgment.

Component architecture

Format-specific variants

Localized copy sets

Art + background library

Campaign-ready templates

QA and crop logic