Vanarama Scalable Social Design
Vanarama Scalable Social Design
Vanarama Scalable Social Design
Designed full social media suite & system
Intro
Client
Client
Vanarama
Role
Role
Senior Design
Industry
Industry
Automotive Leasing
Proptech
Timeline
3 Months
Team
Head of Social
Designing the Engine Behind Speed
Designing the Engine Behind Speed
Vanarama is one of the UK's leading vehicle leasing brands, operating across a fast-moving social landscape that demands constant, on-brand content. The goal was to transform a reactive, designer-dependent process into a scaleable system, freeing the team to move at the speed of trends without sacrificing quality.
Vanarama is one of the UK's leading vehicle leasing brands, operating across a fast-moving social landscape that demands constant, on-brand content. The goal was to transform a reactive, designer-dependent process into a scaleable system, freeing the team to move at the speed of trends without sacrificing quality.
My Scope
Scale Vanarama's social content production without sacrificing brand quality or burning out the creative team.
Scale Vanarama's social content production without sacrificing brand quality or burning out the creative team.
Audited 3 months of social content to map inconsistencies and identify system opportunities
Designed a dual-track template system for reactive and campaign-led content
Built a shared component library accessible across the full creative team
Established a visual design language — typography rules, colour strategy, and compositional principles
Delivered platform-optimised assets across Instagram, TikTok, Twitter, and LinkedIn
Discovery
Understanding the bottleneck
Understanding the bottleneck
I started with a 3-month content audit and workshops with the team to map pain points. Every post required full designer attention — junior team members couldn't contribute without templates or guidelines, funnelling all requests through one senior designer.
I started with a 3-month content audit and workshops with the team to map pain points. Every post required full designer attention — junior team members couldn't contribute without templates or guidelines, funnelling all requests through one senior designer.
Brand Consistency was failing
Brand Consistency was failing
Brand Consistency was failing
Without templates, brand consistency depended on individual designer memory. Post quality varied, and layout and design was not engaging. Lack of templates meant designs didn't have any consistency or flow and failed to engage users or tell them who we are.
Without templates, brand consistency depended on individual designer memory. Post quality varied, and layout and design was not engaging. Lack of templates meant designs didn't have any consistency or flow and failed to engage users or tell them who we are.
The Solution
Two-track system architecture
Two-track system architecture
Rather than a single template set, the system was structured around two distinct workflows, each optimised for a different creative mode.
Rather than a single template set, the system was structured around two distinct workflows, each optimised for a different creative mode.
Track One
Reactive Content
Reactive Content
Reactive Content
Modular frames with instant image-swapping. Signature 15° slanted typography with locked angles. Dynamic gradient overlays guaranteeing text legibility on any background.
Modular frames with instant image-swapping. Signature 15° slanted typography with locked angles. Dynamic gradient overlays guaranteeing text legibility on any background.
Track Two
Planned Campaigns
Planned Campaigns
Planned Campaigns
Built for adaptability across social, email, and web. One dominant focal point, generous whitespace, unexpected compositional elements that stop the scroll.
Built for adaptability across social, email, and web. One dominant focal point, generous whitespace, unexpected compositional elements that stop the scroll.
Design Language
A visual language built around a constant
A visual language built around a constant
The 15° slant became the signature across both tracks — instant brand recognition while everything else flexed to campaign needs. A minimal palette anchored by strategic brand orange gave creative freedom within unmistakable guardrails.
The 15° slant became the signature across both tracks — instant brand recognition while everything else flexed to campaign needs. A minimal palette anchored by strategic brand orange gave creative freedom within unmistakable guardrails.
Shared Library
Building a system the whole team could use
Building a system the whole team could use
The shared library was built for accessibility across the entire team — not just designers.
Platform-optimised templates, linked components for instant global updates, and smart objects for one-click image swapping meant anyone could create on-brand content independently.
The shared library was built for accessibility across the entire team — not just designers.
Platform-optimised templates, linked components for instant global updates, and smart objects for one-click image swapping meant anyone could create on-brand content independently.
Menu