Case studyEducationDynamics · 2020–2024
Rebuilding creative for scale.
Sharper brands and a faster team, without trading quality for speed.
Results at a glance
+45%
over profit targets
+20%
ROAS · +15% engagement
+12%
CTR · −16% CPA
−40%
project turnaround · −30% operating costs
01The challenge
Lots of output, no system.
EducationDynamics ran more than 15 owned-and-operated brand properties, each with its own audience, positioning and marketing mix. Creative output had grown with the business, but process hadn’t. The team made a lot of work with no shared way to prioritize it, keep the brands consistent, or connect creative decisions back to performance. Turnaround times were long, and nobody could say for sure which creative choices were moving the numbers.
02My role
What I made vs. what I directed.
I took over creative leadership of a 10+ person multidisciplinary team, including discipline leads who managed their own reports. The job had two parts: sharpen brand positioning across a complex portfolio, and rebuild how the team worked so quality and speed stopped competing.
Made myself
- Brand architecture
- Design systems
- Workflows
Directed
- The team’s creative output
- Agency and vendor designs
- The testing program
03Process
How it came together.
01
Brand architecture
Redefined how 15+ properties relate: each kept its own identity while rolling up to shared governance standards.
02
Workflow
Replaced ad-hoc request intake with agile creative workflows and clear ownership from brief to review to launch.
03
Testing rhythm
Built regular testing across design, copy, UX and marketing strategy, so results made decisions, not opinions.
04
Partners and access
Held agencies and vendors to the same creative and performance bar as the in-house team, and made WCAG AA accessibility a standing part of the process instead of a one-time audit.
04The work
What it made possible.
05What changed
A faster team and better numbers.
Profit targets exceeded by 45%. After the brand evolution, ROAS rose 20% and engagement 15%. Cross-functional optimization raised CTR 12% and cut CPA 16%. Project turnaround dropped 40% and operating costs 30%.
“You are honestly the best boss I’ve ever had.”
— Creative team member
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