Calaj Agency · Art Direction Board · 03

Campaign System

Paid Media · Creative

Concept Project

It's not a brand — it's a chassis. A 3 × 3 module grid, a type scale, and four intensity levels generate every piece of a campaign, from the 160 × 600 skyscraper to the 9:16 story. Aurea and Verdeo hide their systems; here the system is the subject.

Industry
Paid Media & Creative Production
Scope
Modular identity, ad and social formats, dashboard
Formats
SVG, HTML, and CSS — driven by container queries
Status
Concept project — not client work

01

Modular Identity

The mark is the module itself, in its opening position. 36 cell, 6 gutter, 120 frame. Lighting up different cells produces the campaign's tempos — the same frame, a different rhythm — which is what makes it modular in construction, not just in name.

01 — Rise primary state / logo

02 — Fall closing frame / end card

03 — Burst launch / peak moment

04 — Sustain always-on / retention

Mark assets/mark.svg · gold on ink

12 × 6 LAYOUT GRID · MODULE = 3 × 3

Layout Grid every format is cut from it

02

Intensity Levels

Same copy, same format, four temperatures. Level is a data attribute, not a redesign — which is what keeps a campaign from drifting when it runs for six months.

Calaj Strategy that drives results. See How

Level 1 — Subtle flat ink

Calaj Strategy that drives results. See How

Level 2 — Hatched exposed grid lines

Calaj Strategy that drives results. See How

Level 3 — Signal particle sweep

Calaj Strategy that drives results. See How

Level 4 — Full reversed gold field

03

Display Formats

Four IAB sizes from one component. Each piece sizes itself using container query units, so the specimen on this board and the delivered file are literally the same markup — the banner isn't redesigned per size, it recomposes.

Calaj Strategic thinking. Real growth. Digital strategy and branding for ambitious businesses. Start a Project

Billboard 970 × 250 · level 3

Calaj Clarity creates traction. Let's Talk

Leaderboard 728 × 90 · level 2 · the support line drops

Calaj Planning today. Performance tomorrow. See How

Skyscraper 160 × 600

Calaj Built to hold attention. Start a Project

MPU 300 × 250 · level 4

970×250
728×90
300×250
160×600

Format Matrix relative scale, 1:10

04

Social Formats

1:1, 4:5, and 9:16 — the three ratios that cover every feed and story placement. The story gets extra bottom clearance so the CTA clears the platform's own UI.

Calaj Clarity creates traction. Smarter strategy. Bigger growth.

Square Feed 1:1 · level 3

Calaj Strategy that drives results. See How

Portrait Feed 4:5 · level 4

Calaj Planning today. Performance tomorrow. Swipe Up

Story 9:16 · safe area respected

05

Sample Dashboard

The reporting module that ships with the kit. The tiles report facts about the system itself — those are real and countable straight off this page. The charts carry synthetic, illustrative series: they exist to show the layout, the chart spec, and the interaction — not to describe any campaign that actually ran.

Campaign System — Reporting Module

Illustrative Data

Base Modules

9

cells in the 3 × 3 grid

Formats in Kit

7

4 display · 3 social

Intensity Levels

4

subtle → full

Components Redesigned

0

one component, every size

Creative Format Index, Weeks 1–8

Illustrative series · index, 0–80 · hover a week to see values

80 60 40 20 0 W1 W2 W3 W4 W5 W6 W7 W8 Motion 78 Static 61 Carousel 49 Week 1 Static38 Motion22 Carousel30 Week 2 Static41 Motion28 Carousel33 Week 3 Static45 Motion34 Carousel35 Week 4 Static48 Motion43 Carousel38 Week 5 Static52 Motion51 Carousel41 Week 6 Static55 Motion62 Carousel44 Week 7 Static57 Motion71 Carousel47 Week 8 Static61 Motion78 Carousel49

Static Motion Carousel

View as table
WeekStaticMotionCarousel
W1382230
W2412833
W3453435
W4484338
W5525141
W6556244
W7577147
W8617849

Creative Mix by Placement

Illustrative distribution · index, 0–100

Feed 82 Stories 64 Reels 57 Search 41 Display 28 Email 19
Illustrative data. Both series in this panel are synthetic. They were written to exercise the layout, the color rules, and the hover behavior — they were not measured on any campaign, client, or account. Nothing on this page should be read as a result achieved by Calaj Agency.

06

Portfolio Card Composition

Case 03 occupies a full-bleed dark block in Selected Work, so this composition is 16:9 instead of 4:3 — three devices carrying three intensity levels of the same campaign.

Campaign System concept card: a desktop card, a phone, and a second card, each showing a different intensity level of the same campaign over a sweep of gold particles.

card.svg 1600 × 900 · 16:9 · self-contained

07

Case Summary

Brief

Campaigns drift. Week one has art direction; week twelve is whatever fit the deadline. The brief was to make consistency the cheap option, not the disciplined one.

Approach

Show the system instead of hiding it. One component, sized by its own container, plus an intensity attribute. Changing a banner's temperature is an attribute swap, not a redesign.

What the System Delivers

Seven formats and four levels come from a single markup component and one stylesheet. The reporting module ships in the same visual language, so the campaign and its reporting don't read as two different products.

Concept project. Campaign System is a capability demonstration created by Calaj Agency itself. It's shown with Calaj's own brand because there is no client. The copy lines are the concept examples already used in the site mockups. No spend, reach, revenue, or performance number is claimed anywhere on this board.