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A modular visual language built for scale. Typography, color, components and usage rules designed to work together as a system, not a collection of isolated assets. It gives the team everything they need to produce on-brand work independently, at speed, without compromising consistency.
A request-to-delivery workflow that defines how creative work moves through the team, from intake to execution to approval to publish. It sets clear ownership at every stage, eliminates ambiguity, and gives stakeholders visibility without pulling the team into unnecessary back-and-forth.
Every request enters through a structured brief form — not a Slack message. It is automatically classified by type (campaign, asset, strategic, urgent), assigned an SLA based on priority, and tagged by stakeholder tier to determine weight and visibility throughout the process.
Before any work begins, the pipeline checks team capacity, scores each request by business impact, urgency and effort, and flags dependencies that could block execution. The Creative Ops Lead reviews anything above threshold. Each request is then assigned to the right designer based on speciality and current workload — not availability alone.
Work starts with a kickoff that confirms the brief is complete, sets milestones by project type, and establishes where assets live. Structure before production.
Every deliverable goes through an internal Creative Lead review, followed by a brand compliance check against the visual system. Feedback is structured — not ad-hoc. If revisions are needed, the policy caps them at two rounds. If that threshold is exceeded, an escalation path is triggered. Stakeholder approval is the final gate before delivery.
Assets are handed off with technical specifications, adapted by channel format, and archived in the asset library for future reference.
Every completed project feeds data back into the system, time vs estimate, stakeholder satisfaction, revision rounds vs policy. That data directly informs capacity planning for the next cycle.
A structured intake system that controls how briefs enter the creative team. It standardises the information required before work begins, filters out incomplete requests, assigns priority based on business impact, and ensures the team always knows what to work on next and why.
Vault - Creative Ops
All fields are required. Incomplete briefs will be returned without entering the queue.
Select the category that best describes this request.
Campaign
Multi-asset, coordinated
Asset
Single deliverable
Strategic
Brand, direction, systems
Urgent
<48h - requires approval
What should this creative achieve? Be specific about the outcome, not the output.
List all assets needed. Include format and dimensions if known.
Does this brief depend on assets, copy or decisions not yet available?
SLA and priority score will be assigned automatically based on request type and stakeholder tier. Urgent requests require Creative Ops Lead approval before entering the queue. You will receive a confirmation at the email provided.
This is not a single project. It is a process of evolution. Four phases that map how a business moves from instinct to infrastructure, each one unlocking the next level of operational maturity. The system didn’t arrive fully formed. It was built, tested, adjusted, and extended over time. That’s how real operations work.
Phase 01 —
The studio runs on Instagram DMs and good intentions. No tracking, no process, no visibility. Leads come in and disappear.
Phase 02 —
A form replaces the DMs. Asana and Make introduce structure and basic automation. The process exists, but has gaps. The client wanted no costs
Phase 03 —
Odoo becomes the central nervous system. Every step, from first contact to final invoice, connected and automated.
Phase 04 —
AI agents handle client interaction and quoting autonomously.
Not implemented yet. The roadmap is clear; the trust is being built.
The CRM pipeline runs on 7 stages — from the moment a lead
enters to the moment it’s archived. Each stage triggers the next
automatically: quotes sent, deposits collected, appointments booked,
invoices generated. No manual intervention. No dropped leads.
Resident artists feed into the same pipeline through an internal form,
ensuring every booking (regardless of who it’s for) follows the
same process, the same standards, and leaves the same paper trail.
Multi-session treatments loop back automatically until the treatment
is complete. The 48-hour payment window protects the schedule.
The TPV calculates commissions and generates invoices on the spot.
Every step connected. Every action logged. Nothing left to memory.
Three Make scenarios. One connected system.
Each one handles a different entry point, the public form, the resident artist form, and the budget acceptance webhook. All of them feed into the same pipeline, the same data structure, and the same client experience.
Contact deduplication, multi-service routing, bilingual email triggers, file attachments, and real-time CRM stage updates. Every piece has a function. Every action triggers the next one.
This is the operational backbone of the studio. A fully customised CRM built on Odoo, with seven pipeline stages designed around the studio’s specific workflow, from first contact to closed lead.
Every stage connects to the automations, every action leaves a trace, and every lead moves through the same process without exception.
Revolut was growing fast and the visual identity had to keep up. Being part of that shift meant understanding the why before touching anything visual. Working from the social media team meant one clear responsibility: make sure the new direction actually worked where people see it every day.
At Revolut, briefs didn’t come from one place, they came from social (organic content), product, and growth teams, each with different needs, timelines and approval requirements. Add compliance to the mix, and you have a process that can either slow everything down or, if designed well, keep things moving. This is how I mapped that process, intake, prioritization, execution, approval, delivery, and the performance loop that fed back into the next brief.
Content at this scale needs rules. Not to limit creativity, but to protect it. Each content type has its own visual language, its own format, its own place in the feed. This is what that system looked like in practice.
If you’d like to see how content has evolved on social media and view some animated examples, follow this link:
