Creative Operations
Creative Operations
My over-arching process is always observe first and understand whether the team needs supplemental advisory, implementation, or a complete overhaul. In this case, there needs to be a complete change to grow two start-ups’, Future Foods & Otter, design maturity.
Process
Prior to my onboarding, there was no standardized file naming or folder structure. This caused disorganization across functions needing design & brand assets.
Step 1) Analyze
What do the designer do? How do they interact with folders? What are the company needs?
Step 2) Communicate
Present my skillset & intentions to designers, and meet with them to observe how files move alone.
Step 3) Build
Note each specs needed to organize and create use cases that suits teams’ needs.
Step 4) Present
Retrieve feedback & buy-in from fellow team members before moving onto finalization. Finalize.
Standardizing File Naming
Text Case
all-caps for readability and adapt to any digital asset management systems.
no spaces for DAM systems.
Brand Name
full brand name (no abbrieviation).
no need to add en dash/hyphen due to increased characters.
Type of Asset
full unit type.
identify asset type and SKU/project name if applicable.
Destination
abbreviated for usual outputs.
use full name if uncommon or special projects.
THREEMISSISSIPPIS_HERO_DD.psd
THREEMISSISSIPPIS_SKU_WINGS_DD.psd
Standardizing Folder Structure
Parent Folder
text case follows file naming convention.
full brand name.
Primary Folder
key stakeholders has their working folders, where other team members may find needed assets.
Subfolders
deliverable assets, organized into categories, for the next stage.
Manage Access
final deliverables, uneditable assets, only sit in _DELIVERABLES for sales, product, and eng teams.
Template Creation
Research
understand where our assets sit externally. it may need to follow external design guidelines.
Wireframing
evaluate the responsiveness of our assets and evaluate safety margins.
determine the sizes that works for us.
Build
create working templates for designers and photographers to reference.
manage specs as products may update.
Production Directing
advise on possible guideline rejections & mediate risk for designers during ideation & creation phase.
Outcome
After implementing a standardized design workflow, alongside building the project management software with the Lead PM, project tracking & efficiency increased tremendously. Stakeholders no longer need to expend extra time finding & jumbling assets. Being a production designer, one of the last steps in asset creation, allows me to be a key player in ideation & creation efficiency due to my familiarity with internal & external specifications and guideline rules.
Role Senior Brand Ops Production Designer
Lead Time 8-12 weeks
Key Stakeholders Designers, Photographer, Asset Managers, Lead PM, Sales Enablement, Team Director