Enter password
LG
Standardizing Promotional Design at Scale
MY ROLE
Digital Designer — Marketing campaign design, Promotional asset production, Guide system development
TEAM
Designer(6), Front-end developer(2), Marketing team (13)
TIMELINE
Mar 2021 - Feb 2022
Overview
LG Life Care is a large-scale e-commerce platform serving more than 570,000 LG Group employees. In a fast-paced environment where new events and promotions were launched daily, marketing assets needed to be delivered continuously under tight deadlines.
Working closely with the design, development, and marketing teams, I produced digital assets for promotional campaigns and established a shared production guide that enabled designers to work with a consistent set of standards across projects.
My role
Established a shared production guide to maintain design consistency across teams and supported ongoing promotional campaigns by producing marketing design assets for multiple digital channels
Outcome
Standardized Guidelines
Defined clear standards for promotional assets, including dimensions, text limits, image specifications, and color usage.
Smoother Collaboration
Created a shared framework that helped marketing and design teams align more efficiently throughout planning and production.
Faster Production
Streamlined the creation of recurring promotional assets, enabling quicker turnaround times and more reliable campaign launches.
Challenge
Problem 1 : Maintaining Consistency Across Multiple Designers
With multiple promotions being updated every day on a platform used by over 570,000 employees, several designers often worked on projects simultaneously. As production volume increased, establishing a consistent design standard became essential to maintain quality and visual coherence.
Problem 2 : Revisions Slowing Promotion Launches
Marketing briefs frequently contained text that exceeded the available space within banner layouts, leading to repeated revisions during the design phase. In a fast-moving e-commerce environment, these adjustments increased production time and sometimes affected campaign launch schedules and promotional opportunities.
Solution
Multi-Channel Promotional Assets
Each promotion needed to be adapted across multiple channels, including event pages, desktop and mobile platforms, messaging apps, and partner shopping platforms. Because every channel had different dimensions and placement requirements, a single campaign message often had to be translated into 8 to 12 coordinated design assets while maintaining a consistent visual identity.
Shared Production Guide
To ensure promotional assets a consistent across channels, I developed a shared production guide covering asset dimensions, text limits, image usage, background color rules, and fixed design elements. The guide served as a practical reference for designers, helping streamline repetitive production tasks and maintain consistency across campaigns.
Workflow after shared guide
The guide was used not only by the design team but also as a collaboration framework for the marketing team during campaign planning. By considering text length and content structure from the outset, marketers could prepare more design-ready briefs, allowing designers to produce assets more efficiently and reduce unnecessary revisions.
Outcome
Guide Applied to Promotional Pages
Using the production guide, I designed a variety of promotional pages with a consistent structure and user experience. While each campaign featured its own visual concept and creative direction, key components such as content hierarchy, image placement, coupon sections, and informational notices followed the same design framework. This approach helped maintain consistency in both page structure and information delivery, even when multiple promotions were produced simultaneously.
Monthly Coupon Book Campaign
Designed the monthly Coupon Book campaign pages, which ran continuously from January through December. Each edition reflected the season and campaign theme through unique color palettes, graphic elements, and visual treatments, while preserving a consistent layout for coupon details and benefit information.
This balance between variety and consistency allowed users to enjoy fresh visuals each month while quickly understanding the available offers through a familiar information structure. It also enabled the team to manage recurring promotional campaigns more efficiently while maintaining a consistent level of design quality.
