Paid Media · Creative
Campaign System
It's not a brand — it's a chassis. A 3 × 3 module grid, a type scale, and four intensity levels generate every display and social format a campaign needs, from the 160×600 skyscraper to the 9:16 story.
Context
The Brief
Campaign System is a concept created by Calaj itself: a way to make week four of a campaign look as intentional as week one, across every format it needs to run in.
A paid media team running the same campaign across seven display and social formats for months on end, with no in-house designer to keep it all aligned.
Paid media and creative production — a field where output volume usually beats visual consistency.
No time to redesign a banner for every size, and no budget for a designer to police brand consistency for the whole campaign.
Concept exercise — fictional brief
Imagine a paid media team approaching Calaj with this problem: “Week one has art direction. By week twelve, every banner looks like it was made by whoever was free that afternoon.”
This brief was written by Calaj to exercise the process end-to-end — it isn't a real project. Campaign System has no real client, campaign, or ad spend behind it. See the notice at the end of this case for the full disclosure.
Strategy
Show the System, Don't Hide It
One component, sized by its own container, plus an intensity attribute. Changing a banner's temperature becomes an attribute swap, not a redesign — and every format recomposes from the same markup instead of being drawn again.
Systematic and kinetic. Where Aurea and Verdeo hide their systems, here the system is the subject: the grid is visible, the modules are labeled, the proportions are stated.
No piece is ever designed twice. Every format comes from the same component — a banner recomposes, it's never redrawn.
Identity
The System
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.
Palette
The chart's three series were checked with the dataviz method's palette validator against the panel surface (#12161F): the brand gold (#B8935A) failed as a series color — too light for the range and confusable with green under protanopia — so Series 1 is one step darker and more chromatic than it.
Type System
Headline · Bodoni Moda
Strategy that drives results.
Brand label · 0.2em tracking
CALAJ
Body · Cabinet Grotesk
Seven formats and four levels come from a single markup component and one stylesheet — the reporting module ships in the same visual language.
Deliverables
What Was Delivered
- Modular identity: the 3 × 3 module and four tempo states
- 12 × 6 layout grid
- Four intensity levels, from subtle to full
- Four display formats: 970×250, 728×90, 300×250, 160×600
- Three social formats: 1:1, 4:5, 9:16
- Format proportion matrix
- Reporting module with validated chart palette
- Line chart with crosshair, tooltip, and table view
- Horizontal bar chart with direct value labels
- Portfolio card composition
Gallery
Selected Pieces
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
Learnings
What This Project Demonstrates
Aurea and Verdeo hide their construction logic behind a finished surface. Here the grid, the levels, and the proportions are shown on purpose — the chassis is what a paid media team actually needs to keep shipping consistently.
Ads appear side by side at sizes that have nothing to do with the browser window. Sizing each piece by its own box, not the viewport, is what makes the specimen on this page and the delivered file the same markup.
Because it's a concept project, Campaign System has no real client or ad spend. The charts in the reporting module use clearly labeled synthetic data to demonstrate the visual language — not a campaign that actually ran.
Start a Project
Tired of redesigning the same campaign every week?
Calaj builds the same way for real clients: one component, one set of rules, and every format your media plan actually needs.