FC Dallas Banners
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The Challenge
I designed a large set of digital ad banners for FC Dallas that had to work across a wide range of dimensions and formats. The creative direction and player assets already existed, but producing every size by hand would have been slow and made it easy for layouts to drift. I needed a way to keep the campaign visually consistent while still making it fast to swap players, update dates and times, and adapt the same content to very different aspect ratios.
My Role & Process
I started by pulling together the assets FC Dallas had provided across Photoshop and Illustrator and rebuilding the working library in Figma. I converted the pieces I could to vectors, cleaned up the photography, recreated gradients that didn't transfer cleanly, and then started turning repeated elements into reusable components. I used Figma components and Auto Layout to test how the same pieces could flex across different banner sizes rather than treating every dimension as a separate design. Once the static layouts were working, I used Google Web Designer for the animated versions so the artwork could stay separated into layers and the motion could be handled consistently.
Solution
The final workflow separated the campaign into reusable pieces: player photography, type, branding, background treatments, calls to action, and date/time information. That made it much easier to swap one player for another, update event details, or rearrange a layout without rebuilding the banner from scratch. Figma handled the core visual system and layout work, while Google Web Designer handled the animated production files.
Results & Impact
The biggest improvement was turnaround time on later banners. Once the system was built, most new versions only required a player swap, updated copy or event details, and small layout adjustments. Auto Layout also reduced the amount of hand-positioning needed across sizes, and the client ended up with a much more organized asset library that could be reused for future work. They were happy with both the faster production process and the consistency across the final banner set.
What I learned
This project reinforced how much time can be saved by doing the organizational work up front. Rebuilding assets and creating the component library took longer at the start, but it made every later variation easier. It also pushed me to think about campaign graphics less as individual files and more as a small visual system that had to scale across a variety formats.
