Work

Linkedin

MAROPOST
2024

VIEW

From Dilution to One Brand

FOCUS

Design strategy

System governance

PARTNERS

Kun Lin

Alex Borowitz

ALIGNMENT

Executive leadership

Read Time

2 Mins

Maropost website after rebrand

PROJECT
BACKGROUND

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Marketing moved fast. The delivery system did not. Requests lived in chat and email. Jira work was scattered across projects, often missing key details, and urgent asks landed same day. Designers spent time hunting context instead of shipping consistent, reusable work.
Challenge
The brand felt diluted across touchpoints, and the process made it worse. Every request restarted from zero, and each stakeholder had a different way to ask for work. The real problem was adoption. The new system had to be simple, show quick wins, and make requesters feel the improvement immediately.
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Insight

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We started by listening. I ran workshops with every key group to learn what kept work moving and what kept breaking. That turned into four principles. One front door for every request. Clear decisions with named owners. Creative partnership on campaigns. Compounding value so every project leaves reusable parts that make the next one faster.

The Engine
Approach

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I did not just redesign visuals. I rebuilt the engine that ships performance creative. The goal was stable output under pressure, predictable flow from request to launch, and consistent brand expression at speed.

The Case
for Change

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I ran a structured audit to diagnose why the visual identity and production model were not scaling. I translated the findings into a clear business case for a system rebuild, shifting the team from reactive output to a unified, scalable framework.
Maropost Design Evaluation Deck

Design
Management

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I set up a design service in Jira Service Management to centralize intake and delivery. Standard request types and smart forms capture the right details. Queues and service targets make prioritization visible. Lightweight approvals prevent late stage churn. Automation routes work and posts updates. Linked knowledge articles reduce repeat questions. The result was one entry point, a governed workflow, and metrics the team could use to keep tuning the pipeline.

Customer
portal

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Stakeholders used a clean portal to submit requests, attach files, and track status in one shared space. They could see progress, approvals, and due dates without chasing people, which reduced back and forth and kept communication centralized. Requests could also link into their Jira projects so cross team work stayed connected.

Design
System

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I initiated a Figma based marketing design system that turned scattered asks into a template driven engine. I built tokens, a governed component library, and cross channel templates with smart fields so marketers can drop in copy, choose a platform, and export on brand assets in minutes. I ran prioritization workshops to decide what to build first and wired the library to Jira intake so requests map to templates and status stays aligned. Figma is the source for design. FigJam is the space for workshops and problem framing. Slides are the presentation layer. Together they form one cohesive, reusable system across touchpoints.

Design tokens

Color, type, and spacing tokens with clear names and usage notes to lock brand consistency.

Template packs

Reusable templates for core channels with editable fields for platform, series, headline, and body.

Variant logic

Component properties, variants, and auto layout to cover sizes and channels without one off files.

Prioritization wall

Workshops that collect needs, rank priorities, and plan sprints based on impact and reuse.

Governed library

Versioned publishing with release notes, usage guidance, and deprecation rules to keep quality high.

Portal bridge

Request forms route stakeholders to the right templates so they submit once, collaborate in file, and track progress in the portal.

NEW BRAND
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NEW BRAND

NEW BRAND

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CREATIVE
PERFORMANCE

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New creative plus a guided campaign track lifted engagement quickly and turned attention into measurable demand signals.
0%
CTR lift
Month one vs prior
0
Verified leads
Week one
0%
Share of demos
Month one
0.0%
Lead to win rate
Six month program

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