Brand systems infrastructure leading to audience targeting and alignment
About the work
Client Design Lead for modern smart lockers
OneDayOne Marketing Agency worked with some of the largest smart locker brands in North America. For Modern Smart Lockers, we we’re managing brand targeting leading to extensive asset organization allowing our strategy builds to speed up and asset creation (and updating) to streamline.
Brand Audit & Renewal
In the first months with the brand, I recognized their desire for visual evolution. I was able to identify three brand phases up to that point and realign them based upon what phase the content aligned with.
Systems & management
I built out Notion processes for organizing and handling 500+ assets spanning projects, education, and web design, allowing us to quicken our strategy alignment.
Audience targeting
Through asset alignment and brand auditing, we were able to identify what client groups weren't getting enough touches, allowing marketing and content-creation to align further.
Problems & How I solved them
When I came into the role, they were in a large growth phase of new projects, new partnerships and new offerings. The brand had years assets and an incoming integration that would require re-messaging every page, download, and asset to match the acquiring brand — on a compressed timeline.
Rather than just reproducing new assets, I built the infrastructure to manage them. Using Notion, I created a cross-functional tracking system spanning the full site map, asset library, and project management — organizing every user pathway and CTA by brand phase, tagging each asset’s use status and edit state, and connecting it directly to the design team’s task pipeline.
I built and maintained this system independently. I also led the visual brand refresh across web, sales collateral, presentations, and product communications, consolidating 500+ assets into one unified library.
