Schroders

Rethink the roles. Rewrite the rules with Schroders

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Schroders, a global financial services brand, developed the Rethink the Roles. Rewrite the Rules. campaign to challenge outdated diversity and inclusion (D&I) norms within their industry. Their internal team had a strong vision and messaging framework but needed a designer to translate this strategy into a clear, consistent, and visually compelling campaign across all platforms.

My role was to bring structure to their messaging, create a flexible design system, and build templates for internal and external use that would allow their teams to execute the campaign effectively.

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Deliverables

Brand Guidelines – A structured design system ensuring consistency across all campaign materials.

Social Media Templates – Ready-to-use assets for LinkedIn, Twitter, and other platforms

Graphic Design Templates – Adaptable layouts for presentations, print materials, and internal comms.

Imagery & Art Direction – Curated concepts that visually embodied the campaign’s vision.

Mockups & Visual Explorations – Demonstrated how the campaign could come to life across different media.

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What they needed

Schroders had the strategy and messaging but lacked the visual framework to make it scalable and impactful. Their core challenges included:

Translating campaign messaging into a cohesive brand identity.
Ensuring consistency across digital, social, and internal materials.
Creating easy-to-use templates for Schroders' internal teams.
Developing compelling visuals that would resonate with both corporate and external audiences.

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A Scalable Solution for Global Teams

To ensure the campaign’s longevity and ease of execution, I focused on creating a structured, flexible design system rather than one-off designs. The goal was to give Schroders the tools they needed to sustain the campaign across multiple channels.

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The Outcome

A comprehensive brand guide that ensured long-term campaign consistency.

Increased social media engagement with structured, on-brand visuals.

Easy-to-use design templates that empowered internal teams to sustain the campaign.

A scalable visual identity that could evolve beyond the initial launch.

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Key Takeaways

This project was about turning strategy into execution—ensuring that a powerful campaign had the design structure to thrive across different platforms. By providing Schroders with a flexible brand system and practical templates, I helped them take ownership of their D&I messaging while maintaining visual impact.