Fifteen Brand Worlds, One System
The Trade Desk sells programmatic advertising to the biggest brands in the world. Every pitch has to look like it belongs to the brand in the room, whether that is Chanel, Nike, or Coca-Cola, while the system underneath stays recognizably The Trade Desk. I designed the co-branded story decks: the logo lockups, the data moments, and a layout language that could take on another brand identity and still hold together.
The brief, every time
Every deck runs the same sequence. A co-branded title, an audience insight, a data story, a recommendation. The parent system sets the bones: type scale, grid, the way a statistic gets built. The partner brand supplies the surface, its color, its photography, its type. The structure stays constant while the skin changes completely.
Chanel and Tiffany & Co. Prestige type, the exact brand palette, their own photography. At this point the deck reads like the client made it.
Coca-Cola and Monster Energy. Same argument about programmatic, two completely different visual languages carrying it.
The number is the point
Most of these decks turn on one figure. A lift, a frequency, a trust score. Those moments get built as real design. A channel comparison you can read in a second, a before and after, one number carrying a whole slide.
Gap and Old Navy conversion data, and L'Oréal ROAS. Built so the takeaway lands before you reach the axis labels.
The system had to disappear into fifteen other brands and still hold every one of them up.
The range
Work across the program covered Nike, Chanel, Coca-Cola, L'Oréal, Tiffany & Co., LVMH, Lululemon, Gap, Old Navy, Monster Energy, Boston Beer, Knix, Etsy, Eucerin, and Crumbl. Different categories, different tones, one set of rules underneath.
