Overview
Led the creation of a scalable whitelabeling system supporting over 50 advisory firms across print, web, and video content — ensuring high-end branded materials could be produced quickly, consistently, and on-brand.
The Problem
Manual customization of brochures, websites, emails, and videos for each advisor was unsustainable and inconsistent. This bottlenecked delivery timelines and placed strain on a small internal team.
The Solution
Developed a full-spectrum whitelabel system that enabled advisors to "own" their brand presence while staying visually aligned with firm standards.
Print Materials: Created interchangeable layout templates with zone-based color overrides and logo placements, streamlining compliance and updates.
Websites: Implemented a shared Squarespace structure with design tokens and CSS variables for easy theme swapping, enabling cohesive but distinct advisor experiences.
Videos: Built a templated motion graphic and intro/outro system using After Effects and Adobe Premiere that auto-swapped logos and names without needing new renders.
All elements aligned under a core visual identity system dubbed “The Watermelon System” — a playful internal term based on the distinct magenta and green color zones used to clarify editable regions.
Tools Used
Figma, InDesign, Illustrator, After Effects, Squarespace, HTML, CSS
