MTN Frontify Ad Template System
A sustainable supplement brand focused on eco-friendly packaging.
Year:
2022
Timeframe:
3 months
Tools:
Adobe InDesign, Frontify, Figma, Adobe Photoshop
Category:
Design Systems / Scalable Brand Templates
Overview
Using a simple system to cater for all opcos
MTN operates across 17+ African markets (Opcos) — from Nigeria and Ghana to Rwanda, Uganda, and Afghanistan — each needing a steady stream of on-brand digital ads. I designed a self-serve ad template system, published through MTN's Frontify brand portal, that lets in-market marketing teams produce their own Google Display and social media ads in minutes, without needing a designer for every request.
Problem
Every MTN Opco regularly needs localized display and social ads, but routing every request through a central design team doesn't scale across that many markets — it creates bottlenecks, slows campaigns down, and increases the risk of off-brand executions the further a market is from the core design team.
Solution
I built a modular InDesign template system covering both Google Display ad formats (for programmatic/DV360 buying) and social media formats (Facebook, Instagram, WhatsApp, LinkedIn), in multiple layout styles — full image bleed, horizontal panel, vertical panel, and device lock-up. Each template ships with guided customization controls (visibility, position, and fill) so non-designers can adapt content while a locked underlying grid keeps every output on-brand, down to consistent use of MTN's Brighter Sans typeface. Templates are published and maintained centrally in Frontify, so any Opco marketing team can self-serve — turning a design bottleneck into a system they can run themselves.
