OYSTER — CASE STUDY
Series D
Campaign
PROJECT SNAPSHOT
ROLE
Brand Design Lead
TIMELINE
3 weeks
FOCUS
Art direction, campaign design, creative systems, cross-functional collaboration, production oversight, QA
TEAM PARTNERS
Brand, Marketing, PR, Social, Web, Lifecycle, Executive Leadership, External agency (motion)
TOOLS
Figma, Asana, Notion
DELIVERABLES
Campaign visual direction, social & exec toolkits, web & lifecycle assets, internal launch comms, motion brief & reviews, final production QA
BROADER IMPACT — FIRST WEEK
52 published posts
86k Linkedin impressions
12k engagements
14% engagement rate
9k post-link clicks
26k video views
Building a campaign system for Oyster’s biggest milestone yet
Oyster’s Series D announcement marked one of the company’s most significant milestones. I led the visual direction for a flexible campaign system spanning social, executive advocacy, web, lifecycle, internal communications, and motion.
The work was conceived and delivered within a confidential three-week timeline, balancing launch energy with the credibility expected of a global employment platform.
DESIGN CHALLENGE
One idea had to work across dozens of contexts
The campaign needed to move fluidly between executive posts, employee sharing, social carousels, web modules, lifecycle communications, internal celebrations, and a hero announcement video. Each channel had a different audience, format, and level of detail, but the launch still needed to feel like one coherent moment.
I approached the work as a system rather than a list of unrelated requests. The creative direction had to be distinctive enough to make the announcement feel special, while remaining structured enough for multiple partners to work in parallel.
Four criteria guided the design: immediate recognition, clear message hierarchy, flexibility across formats, and enough discipline to preserve trust at a highly visible moment.
CONTEXT
A company milestone with a wider job to do
In August 2024, Oyster announced its Series D funding round at a pivotal point in the company's growth. The announcement needed to celebrate the milestone, reinforce confidence in the business, and create momentum with customers, partners, investors, and employees.
Strict confidentiality limited how early the broader team could begin planning. Once the work opened up, we had three weeks to define the creative direction, coordinate a multi-channel launch, and prepare assets for nearly every major external and internal touchpoint.
The design challenge was not simply to make a bold announcement. It was to create a recognizable campaign language that could carry a high-visibility company story while beginning to signal where Oyster's brand was headed next.
BUILDING THE SYSTEM
Set the rules before multiplying the work
After aligning with marketing and communications leadership on the campaign story, I developed a focused visual direction rooted in Oyster's existing brand but pushed toward a bolder, more confident expression.
The system established shared rules for color, typography, composition, illustration, hierarchy, and motion cues. Reusable layout patterns made it possible to create new formats quickly without restarting the design problem each time. The visual language was expressive at the edges, but disciplined around the announcement message and proof points.
I also created the creative brief for the external motion partner and used the same system to review the hero video alongside the static rollout. This kept motion and still assets connected rather than feeling like separate campaigns.
SCALING THE WORK
Parallel production needed one source of truth
Once the direction was approved, the project shifted quickly into coordinated production. I organized the rollout by channel, owner, priority, copy readiness, and deadline so teams could move simultaneously without losing visibility into dependencies.
Review checkpoints were built around master directions and asset families rather than one-off files. That reduced duplicated feedback and made changes easier to propagate across the system. As assets moved toward launch, I worked closely with Brand, Social, Web, Lifecycle, PR, and the motion partner to resolve implementation details and keep the experience consistent.
Quality assurance covered more than visual polish. I reviewed copy, hierarchy, dimensions, cropping, export quality, naming, accessibility, file organization, and handoff readiness before the campaign went live.
IMPACT & REFLECTION
A launch moment that carried across the company
The Series D campaign launched successfully across every planned channel and became one of Oyster's most visible company moments. During the first week, the rollout supported 52 published posts, 86,897 LinkedIn impressions, 11,885 engagements, a 13.7% engagement rate, 9,805 post link clicks, and 25,687 video views.
The work also generated strong internal energy. Teams quickly began requesting campaign-aligned updates to sales enablement, social, and web materials, which signaled that the direction felt useful beyond the announcement itself.
The project reinforced a principle I carried into later work: speed does not have to come at the expense of craft when the system is defined early. Shared rules gave partners room to move, while clear review and QA practices protected the experience at launch.
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