The one layout that became forty sizes

A campaign is rarely one size. It is a billboard, a bus panel, a story, a feed post and a print ad, and they all have to look like siblings.

The mistake is to design the hero format and then stretch it. Type that sings on a poster collapses on a phone, and a logo tucked in a corner disappears at thumbnail size.

We design a master with a flexible grid instead. The focal point sits in a safe zone that survives every crop, and the type scales in steps we decide up front, not by dragging a handle.

By the end you have one system and forty exports that still feel designed. On paper it reads like forty layouts. In the file it was one.