Overview

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At Best Buy Canada, the Ads team supports a high volume of digital campaigns across multiple channels, often under tight timelines. Designers were frequently recreating similar layouts and formats for each new campaign, which slowed production and increased the risk of inconsistencies across placements. I led the design of a reusable advertising template system that enabled faster production while maintaining brand consistency and creative flexibility.

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Problem

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As campaign volume increased, the existing workflow relied heavily on one-off designs. Even when layouts followed familiar patterns, designers rebuilt them from scratch to accommodate different formats, messaging, and placements. This created unnecessary repetition, longer turnaround times, and added pressure during peak campaign periods. The team needed a way to move faster without sacrificing quality or brand standards.

 

Role & Scope

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I worked as the primary designer on this initiative, collaborating closely with marketing stakeholders, ad operations, and other designers on the Ads team. My responsibility included identifying common patterns across campaigns, designing flexible templates in Figma, and ensuring the final system could support both design and production needs across channels.

 

Process

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I began by reviewing past and active campaigns to identify the most frequently used ad formats, layouts, and content structures. Rather than designing templates for every possible use case, I focused on a small set of high-impact formats that accounted for the majority of production volume. I intentionally prioritized flexibility over rigid structure, allowing designers to adapt layouts while still benefiting from shared foundations.

Templates were built in Figma using components, variants, and clear constraints to support easy customization. I also considered downstream production needs, ensuring designs could translate cleanly into Google Ad Manager and, where applicable, HTML/CSS-based ads. Feedback from other designers helped refine usability and improve adoption.

 

Solution

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The final solution was a reusable template system that covered the most common campaign formats while remaining adaptable to new creative needs. Designers could quickly swap content, imagery, and messaging while maintaining alignment with brand standards and platform requirements.

 

Outcomes & Impact

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• Reduced time spent on initial asset setup by an estimated 30–40%, enabling faster campaign launches and iteration.

• Increased production throughput during peak campaign periods by minimizing repetitive layout work and last-minute rebuilds.

• Improved visual consistency across campaigns and placements, reducing review cycles and stakeholder feedback.

• Enabled designers to focus more on creative problem-solving and campaign strategy rather than repetitive production tasks.

• Supported faster onboarding for new designers by providing ready-to-use, documented templates.

• Established a reusable advertising foundation that continued to be used across multiple campaigns and seasons.

 

Reflection

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This project reinforced the value of treating marketing assets as scalable products rather than one-off deliverables. By focusing on reuse, flexibility, and adoption, I designed a system that improved efficiency, reduced friction, and continued to provide value well beyond individual campaigns.