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Building a cohesive digital media system for Mindsets Learning

How I built a cohesive brand system for Mindsets Learning, from style guide to social content, campaigns, website design, presentations, email, print materials, and video production.

Digital Media Brand Campaign Social Content Website Design Presentation Design Email Design Print Design
RoleDigital Media Designer
Duration6 months, extended to 6 years
TeamMarketing, Learning & Development
SkillsContent Strategy, Visual Design, Brand Systems
Mindsets Learning digital media overview
Impact at a glance

Faster content turnaround for sales

3–4 → 1–2
Review rounds per piece of content, before and after templates were introduced
~2 hrs
Estimated time saved per design once templates replaced starting from scratch
*estimated, not precisely measured
100+
Marketing materials produced from one unified system
Context

A growing team with no visual designer

Mindsets Learning had no visual designer. They needed all their marketing materials built, websites, an app concept, an explainer video, and more. A 6-month engagement became 6 years of ongoing support.

My Role

Evolving the brand, not just applying it

  • Followed the existing Mindsets Learning brand guidelines and evolved them to cover new marketing materials the brand had never needed before
  • Designed the full range of marketing assets, from social content and campaign creative to presentations, email designs and internal communications
  • Built a style guide for the website, giving developers a clear reference for typography, colour, spacing and components
  • Collaborated directly with the CEO to visualise her ideas, turning early concepts into tangible design directions
My Process

Style guide first, then everything else

Create
Style guide for digital product
→
Adapt
Style guide for print
→
Add
Brand kit in Canva and Adobe AEM
→
Build
Canva, After Effects and Google Slides templates
What I Designed

The deliverables

01Style guide

The foundation for every format. A unified visual language covering typography, colour, spacing, and components, adapted for both digital and print contexts.

Mindsets Learning style guide showing typography, colour tokens and component rules
Style guide overview for Mindsets Learning.
02Social media content

Social content for Instagram and LinkedIn, covering campaign themes and product promotion.

Mindsets Learning Instagram post carousel design for campaign theme content
Instagram post carousel, campaign theme content.
Mindsets Learning LinkedIn carousel advertising Mindsets products to a professional audience
LinkedIn carousel, advertising Mindsets products.
03Campaign materials

Landing pages in Squarespace and banners for each seasonal campaign.

Mindsets Learning campaign landing page built in Squarespace
Campaign landing page, built in Squarespace.
Mindsets Learning banner section for a seasonal campaign
Banner section for a seasonal campaign.
04Website design

The Mindsets Learning website, including the logged-in experience for existing users.

Mindsets Learning website showing the logged-in view for existing users
Mindsets Learning website, logged-in view.
05Presentations

Conference and fundraising decks, plus a reusable slide system for the CEO and sales team.

Mindsets Learning presentation title slide
Presentation title slide.
Mindsets Learning reusable slide template
Reusable slide template.
Mindsets Learning market analysis slide
Market analysis slide.
Mindsets Learning timeline slide
Timeline slide.
06Email designs

Three open reader announcement emails, designed as a set.

Open reader announcement email.
Open reader announcement email.
Open reader announcement email.
07Print and conference materials

Postcards, stickers and teaching documents for three distinct audiences.

Mindsets Learning stickers for student engagement in class
Stickers for student engagement in class.
Mindsets Learning postcards for conferences
Postcards for conferences.
Mindsets Learning teaching materials document cover for principals and teachers
Teaching materials for principals and teachers.
08Video production

5+ videos produced across landing pages, product highlights, webinars, and how-to guides. Built to work across social, email, and the Mindsets platform.

Mindsets Learning intro video.
Landing page video, showcasing challenge themes.
How-to guide video.
Results

What changed

  • Review rounds dropped from 3–4 to 1–2 per asset after templates launched
  • ~2 hours saved per design once templates replaced starting from scratch
  • 100+ marketing materials produced from one unified system
  • 10+ Canva templates built, enabling team self-serve
  • 5+ videos produced across landing pages, product highlights, webinars, and how-to guides

*Time saving estimated, not precisely measured.

Learnings

What this project taught me

Reflection

Systems, not one-off assets, are what let a brand hold together across years and formats. The biggest wins came from building the style guide and templates first.

  • Style guide first. Consistency only held because the guide came before any assets.
  • Templates give time back. Review shifted from layout to content and messaging.
  • Guides need to live in the platform. A document alone drifts. In-tool setup keeps everyone aligned.
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Selected Work