Over the years, I’ve also worked on fast-turn, multi-brand campaigns where adaptability and consistency were key. These projects required balancing diverse client identities while delivering clean, scalable design solutions under tight timelines. Below are two examples that highlight my approach to white-label design work.

Case Study

Multi-Brand Adaptability at
AXS TV

Thousands of digital assets, dozens of TV series, with only one designer

Role: Lead Designer

Platforms: Mobile-responsive web, social media, Google Ads, AVOD streaming

Overview

At AXS TV, our marketing team often joked that we didn’t feel like an in-house department — we felt like a fully functioning digital agency that happened to have one client: the network itself. My role as a designer required the kind of agility, speed, and precision you’d expect from agency life, because in any given week I could be working on campaigns for a reality competition, a scripted drama, a rock concert, a wrestling promotion, a retro pop culture series, and a family-based reality show — all at the same time.

The Challenge

AXS TV’s programming lineup was incredibly diverse, but the network’s brand identity needed to remain cohesive across every platform and show. Each deliverable — whether for web, social, streaming ads, or cable affiliates — had to feel unmistakably “AXS TV” while authentically matching each show’s unique style and tone. Tight deadlines, last-minute changes, and sponsor integrations were the norm, not the exception.

The Approach

I started with an evergreen AXS TV brand template containing the logo, consistent tune-in formatting, and locked placements for key elements. From there, I customized each creative piece with the show’s logos, colors, and visual cues to match its personality — all while keeping the AXS TV design language intact.

To maximize flexibility and coverage, I built every campaign in multiple formats:

  • Social & Web: 1:1, 16:9, 9:16 ratios, plus email and web headers

  • Affiliate Artwork: 10+ custom versions tailored to each cable partner’s specs and branding

  • Digital Ads: 12+ banner sizes in both static and HTML5 animated formats, storyboarded for narrative flow rather than slide-by-slide transitions

Every asset was designed with modular space for sponsor logos, allowing me to quickly adapt for sponsored or talent-posted versions without redesigning from scratch.

Digital Content Creation

  • The X Factor UK countdown set

  • Jazz Fest - Instagram takeover

  • Robert Plant concert poster

  • Kenny Loggins & Friends Poster

  • Alan Jackson concert poster

  • Sammy Hagar sponsor template

Banner Ad Mats & Storyboards

  • Nashville syndication run on AXS TV

  • Rock & Roll Road Trip with Sammy Hagar

  • The Big Interview with Dan Rather

  • Friday Night Fights - Pro Wrestling & MMA

  • Real Money with Eddie Money

  • True Story Tuesdays weekly takeover

The Execution

These campaigns often spanned 14+ weeks of episodic content, with variants for “This Week,” “Tonight,” and other tune-in prompts to fit different platforms and ad buys. Tight turnarounds were standard — sometimes I had to swap out guests, update sponsors, or change air dates on multiple campaigns in a single afternoon.

Through it all, my accuracy rate was nearly flawless: in six years and thousands of deliverables, only one typo ever made it out the door — and I caught it myself.

The Outcome

The result was a dynamic, ever-evolving library of high-volume, high-accuracy creative that maintained brand cohesion while celebrating the individuality of each show. My ability to jump seamlessly between genres, platforms, and specs — without sacrificing speed or precision — helped AXS TV’s diverse lineup feel like one connected network experience.