Case Study

Toms is a globally recognized brand built on a mission of giving — known for its one-for-one model that’s since evolved into a broader commitment to grassroots good. When I engaged with Toms’ marketing work, the focus was on translating that mission-driven identity into campaign materials and digital graphics that felt current without losing the brand’s approachable roots.

The Challenge

The specific objective: support a campaign refresh across print and digital channels within a defined seasonal window — 8 weeks — producing a complete set of assets that could be adapted across at least 4 distinct platforms without reshoots or custom illustration work per format.

My Role

As Graphic Designer and Marketing Specialist, I concepted and produced the campaign asset suite — digital ads, in-store print materials, social graphics, and email headers. I developed a flexible layout system that allowed regional marketing teams to adapt core assets while staying within the design guardrails I defined.

What We Achieved

  • Delivered 47 campaign assets across 4 platforms (digital display, social, print, email) within the 8-week window
  • Flexible template system adopted by 3 regional teams without additional design support needed
  • Campaign materials aligned with Toms’ updated giving messaging, contributing to a brand sentiment study showing a 12% positive shift in “modern” and “relevant” perception post-campaign
  • Zero revision cycles after the second round — asset approval process shortened from typical 4 rounds → 2 rounds
  • Final asset library organized and handed off with a usage guide reducing onboarding time for new team members
Process

How We Got There

Brief & Strategy

Reviewed the brand guidelines, seasonal campaign objectives, and target audience segments to define the visual direction before any asset production began.

Layout System

Designed a master layout system — a flexible grid and typographic hierarchy — that could adapt across digital display, social, print, and email without per-format custom work.

Asset Production

Produced all 47 assets across the 4 platforms within the 8-week window, maintaining the layout system and brand guardrails throughout.

Regional Adaptation

Packaged the template system with usage documentation that enabled 3 regional teams to adapt core assets independently — no design requests, no re-briefs.

Handoff

Delivered an organized asset library with a usage guide covering file formats, naming conventions, and platform-specific sizing — reducing onboarding time for new team members.

Reflection

Lessons Learned

A template system used by 3 teams is worth more than 47 bespoke assets

Getting to zero design support requests for regional adaptation was the real outcome — not the asset count. Scalability is the measure of a good campaign system.

Fewer approval rounds come from better briefs, not faster revisions

Getting from 4 typical rounds to 2 required investing more time upfront in the brief and visual direction discussion. Speed in approval came from clarity before production, not speed during it.

Brand perception metrics are lagging indicators — build for consistency first

The 12% sentiment shift followed 8 weeks of consistent brand application across channels. There is no shortcut: you earn perceived modernity by showing up consistently with quality, not one great campaign.