Client Spotlight Page Design
Role: Graphic Designer (Marketing Initiative)
Team: Account Manager, Web Developer
Deliverables: Social Media System, Web Gallery Design, Visual Guidelines
Goal: We want to improve community engagement, increase social reach, and strengthen Dogwood’s positioning as a trusted partner for small businesses by highlighting the businesses that have received a small business loan from us.
Challenge: The existing marketing materials were static and inconsistent, making it difficult to build recognition across platforms. Dogwood needed a repeatable, cohesive system that conveyed authenticity, warmth, and trust — while remaining efficient for the internal team to maintain long term.
Beyond visual execution, this required thinking about design scalability, workflow efficiency, and brand experience consistency across multiple digital touchpoints.
Design Considerations: What does the page look like before you get to the blog post? How can we add movement to the page?
My Approach
Before designing, I partnered with the account manager to clarify the campaign goals: improve community engagement, increase social reach, and strengthen Dogwood’s positioning as a trusted partner for small businesses. This alignment informed every design decision — from color usage to layout hierarchy.
Instead of creating one-off graphics, I developed a modular design system for the campaign. This included a reusable suite of social media templates optimized for LinkedIn, Instagram, and Facebook; a component-based web gallery design that balanced editorial storytelling with simple maintainability; and a visual guideline for imagery, tone, and typography to support future updates.
This approach allowed non-design team members to extend the campaign without sacrificing consistency — similar to how a design system functions in product environments.
I worked closely with the web developer to translate the visual direction into a responsive layout that preserved clarity and hierarchy across devices. I provided annotated Figma files and export-ready assets, ensuring seamless implementation and performance.
First round of designs with three ideas for inactive and active states.
Second and final round of designs for inactive and active states.
Social Media
LinkedIn
Results
Delivered a scalable content system used for over 12 client stories post-launch. Engagement rates on social posts featuring client stories increased by an estimated 40 percent compared to standard posts. Design turnaround time for future campaigns was reduced by 50 percent due to template reusability. The project also strengthened the brand’s emotional connection with its small business audience.
Reflection
This project taught me how adaptable product-thinking can be in any design context. By treating a marketing campaign like a mini product ecosystem, I was able to create scalable, user-focused design solutions that balanced visual storytelling with business outcomes.
It reinforced my belief that great design isn’t just about aesthetics — it’s about building systems that tell stories, scale efficiently, and serve real goals.
