Equals Money had a strong, well-defined brand, but scaling marketing design with limited resources was becoming a challenge. As the sole member of the brand design team, I was responsible not only for creating assets, but for enabling the wider Growth team to confidently produce marketing content themselves. Without templates, clear processes, or shared standards, the brand risked being underused and inconsistently applied. Photography was another pressure point, with heavy reliance on stock imagery and no clear guidance on quality or selection.

Good design is efficient design. The focus was not on producing more assets, but on creating systems that reduced friction and increased autonomy. My approach centred on empowering non-designers without compromising brand quality. This meant designing reusable templates, introducing clear guardrails, and making the design process visible and understandable to the wider team. Alongside this, I defined practical photography guidelines to ensure consistency and quality when using stock imagery across blog, social, and web content.

I created a suite of usable Figma templates and clear, lightweight guides that allowed the Growth team to create and export marketing assets independently, while maintaining brand consistency. To support this, I introduced a workflow I call “Refining a Diamond”, a simple framework to visualise the end-to-end design process. This helped streamline small, low-value tasks and protected time for higher-impact design work. By fully leveraging Figma’s collaborative tools, the team was able to confidently adapt templates for social and marketing use, improving speed, consistency, and overall efficiency.