I approach campaign work as a system rather than a one-off moment. Early on, the focus is on establishing a clear visual language — typography, image treatment, color, and layout logic — that can stretch across channels, formats, and time without falling apart. The aim isn’t rigid uniformity, but consistency with room to adapt. By defining the underlying structure upfront, teams can create new materials confidently without having to reinvent the design each time or rely on constant design support. The projects below show campaign frameworks developed for print, digital, and environmental contexts, with an emphasis on shared structure, adaptability, and long-term use.