a 91-page playbook that governs 14 asset categories across every major social platform

brand governance & motion templates

costa coffee

costa coffee had just finished a full rebrand. the new identity was expressive, with a wide colour palette, strong typography and a signature wave motif, but there were no rules for how any of it should work in practice. without clear governance, the same brand would look like different brands depending on who was executing it

working on my own from brief to handoff, i built a 91-page social brand playbook covering 14 categories, from logo application and colour to lifestyle photography, video and motion, influencer content, product presentation, social headers and collaboration formats the wave was the central design problem. it was visually powerful but structurally undisciplined, and without constraints it took over every layout. i defined the rules that kept it present without letting it dominate also built a motion template system in after effects: content containers in 1×1 and 9×16, decorative background waves, product reveals, uplift devices, end frames and lockup rules. the wave movement was fixed across every template, not open to interpretation

pages guideline with templates

asset categories

motion formats: 1×1 · 9×16, with locked wave movement

motion templates, from product reveals to end frames

costa's fmcg team ran a live multi-channel summer campaign across every social platform without coming back to the agency for guidance