Content Systems
Scalable Campaign Frameworks for Education, Workforce, and Equity
The Problem
Two organizations. Same underlying challenge: their work was complex, multi-faceted, and hard to explain. Content lived in silos. Audiences engaged across web, social, print, and events. Teams kept creating one-off assets instead of building reusable systems.
ASE needed to articulate what they actually do—across talent acquisition, compensation data, training, and more.
Camber Outdoors needed to translate dense DEI survey data into accessible, credible materials for industry leaders.
My Role
Lead strategist and designer across both engagements: campaign concept, content system design, art direction, editorial layout, video editing, platform selection, accessibility, and production.
ASE "We Do" Campaign
ASE Solution
I designed a modular framework around a simple narrative structure:
- WE DO Talent Acquisition
- WE DO Compensation Data
- WE DO Custom Training
- WE DO everything… people
Each service line followed the same content pattern, enabling reuse across web banners, large-format posters, AR integration (posters triggered service-specific videos), and video assets designed for syndication.
ASE leveraged existing content across dramatically more touchpoints without creating new assets from scratch.
Camber Outdoors DEI Analytics
Camber Solution
I designed a system supporting two comprehensive survey reports (50+ pages each), social and print collateral, event presentation assets, and leadership certification materials.
Design decisions prioritized:
- Clear data visualization and editorial hierarchy
- DEI-conscious image sourcing and inclusive representation
- Accessibility across digital and print
- Certification design that mirrored professional development programs—reinforcing credibility
The Outcome
- Both organizations gained repeatable storytelling infrastructure—not just polished deliverables.
- Reduced redundant design work across campaigns.
- Increased engagement across web, social, print, and events.
- Created frameworks that evolved with the organizations' needs.
What This Shows:
Content systems scale better than campaigns. Designing for reuse increases ROI, reduces operational friction, and lets organizations communicate complex value with consistency.