← Selected work
01 / AIRLINK KABAYAN CARGO

From scattered content to a repeatable brand + campaign system.

Kabayan Cargo’s growth had slowed and visibility was limited. With a modest advertising budget and a team of four, the goal was to strengthen brand awareness, attract more qualified inquiries, and build a more consistent campaign system.

the real project wasn’t “make better posts.” it was “build a system.” →
01 / THE STARTING POINT

First, figure out what was actually broken.

The account already had content, offers, and regular activity. The issue was that the visual language changed from post to post, so each new campaign felt like another isolated design problem.

For me, the first question became: how do I make this easier to understand for the audience and easier to produce for the team?

What I noticed ↘

Inconsistent branding was not only a design issue. It made campaign planning harder because there was no shared visual or content framework to build from.

01
BEFORE / THE MESSY STATE

Best image: one clean screenshot of the old feed or a 4–6 post crop showing visibly inconsistent layouts. Annotate only 2–3 specific problems instead of showing a huge gallery.

suggested: akc-before-feed.webp
step 02 →

Build the foundation before the campaigns.

The portfolio already shows the right sequence: establish a brand guideline, define content pillars, design repeatable templates, then run everything through a content calendar. The website should slow this down and show why each decision exists, not just display the finished guideline.

BRAND GUIDELINE

Reduce the number of decisions every post needs.

The guideline established a consistent palette, typography and a small vocabulary of graphic elements tied to the service and audience. That gave the team a recognizable base without forcing every campaign to look identical.

01

Color

Blue, navy and white as the main structure; yellow, red and cyan as supporting accents.

02

Type

Poppins roles defined so hierarchy stays consistent across promos and information posts.

03

Motion

Flow/splash elements connect the visual language back to sea cargo and movement.

04

Culture

Light rays/confetti add a Filipino/festive cue without redesigning the brand every time.

02
GUIDELINE — NOT A BEAUTY SHOT

Best image: the actual guideline page with logo spacing, color roles, type hierarchy and graphic elements visible. Crop it close enough that the decisions can be read.

suggested: akc-guideline-system.webp
CONTENT PILLARS

Then decide what the brand should actually talk about.

Consistency is not only visual. The content pillars created a clearer mix between useful information, community relevance, trust-building content and promotional campaigns.

Service + educational information
Customer testimonials
Tips + advice
Community + cultural content
Company news + updates
Promotions + special offers
The thinking ↘

A promotional page cannot feel like one endless sale poster. The pillars give people different reasons to keep paying attention while still supporting the business goal.

03
CONTENT PILLAR DOCUMENT

Best image: the real ClickUp/knowledge-base page where the pillars were defined. A working document is stronger here than another finished social post.

suggested: akc-content-pillars.webp
04
TEMPLATE SYSTEM

Show 3–5 templates together and label what changes versus what stays fixed: hierarchy, CTA area, price block, badges, information density.

akc-template-system.webp
05
CONTENT CALENDAR

Use the actual calendar/ClickUp view. This proves the work became an operating system, not just a set of redesigned assets.

akc-content-calendar.webp
step 03 →

Show one campaign from decision to execution.

This is the piece I would add beyond your PDF. Instead of displaying six unrelated social posts, choose one campaign and unpack the thinking behind it. The same structure can later be reused for other case studies.

CAMPAIGN DEEP DIVE / TEMPLATE

One idea. Show the brief, the decision, then the design.

Business objective[What did management / sales need this campaign to accomplish?]
Audience[Who exactly was this for? Existing customers, new senders, specific locations, etc.]
Offer / message[What was the one thing people needed to understand?]
Creative decision[Why this hierarchy, image, headline or format?]
Distribution[Organic, paid, carousel, static, video, WhatsApp follow-up, etc.]
What happened[Campaign-specific result or learning, if available.]
06
CAMPAIGN EVOLUTION

Ideal image set: rough brief/notes → first layout or template → final campaign → one adaptation. Four stages tell much more about your thinking than four unrelated finished posts.

akc-campaign-deep-dive-*.webp
step 04 →

The system only works if you close the loop.

Your PDF already says campaigns were planned around targets, followed by performance analysis, reporting and strategy refinement. That should become a visible part of the case study because it separates your work from a pure graphic-design portfolio.

01

Set the target

Define what the campaign is trying to move before designing it: awareness, clicks, contacts, leads or another business goal.

02

Read the signal

Review performance and reporting instead of judging the work only by whether the creative looks good.

03

Refine

Use the results to adjust content, creative and campaign direction, then repeat the cycle.

07
REPORT / PERFORMANCE VIEW

Best image: a clean crop of the report, dashboard or Ads Manager view you genuinely used. Blur confidential information if needed. Annotate the metric that changed your next decision.

akc-performance-report.webp
step 05 →

Then let the result land.

Once the reader understands the system, the numbers carry more weight. They are no longer floating portfolio metrics—they are the outcome of the process they just followed.

2K→5.7K
Followers
+173%
8.3K
Leads generated
+237.3%
75.8K
Link clicks
+451.7%
12.9K
Total contacts
+328%
THE OUTCOME

Consistency became momentum.

After establishing a clearer brand identity and content pillars, the page gained stronger momentum. Over two years, followers grew from roughly 2K to 5.7K while campaigns generated nearly 13,000 contacts for the sales team.

Important storytelling choice ↘

Use only one or two strong finished campaign visuals here. By this point the reader already knows how the work was made; the final output becomes proof rather than decoration.

08
FINAL WORK / HERO PROOF

Best image: one high-performing campaign inside its real context (Meta post/ad, phone frame, website, or customer touchpoint) plus one clean close-up of the design.

akc-final-proof.webp
bonus →

Let the highlights keep moving.

The deep dive explains the thinking. This final visual section can simply let people browse more output range — with a continuous stream of post mockups moving from right to left through a fixed phone.

01

BOX SIZES

Service / education

02

RAMADAN PROMO

Seasonal / promo

03

TABBY

Offer / value

04

SMILE IN A BOX

Process / explainer

05

CUTOFF REMINDER

Urgency / update

06

PROHIBITED ITEMS

Trust / education

07

CHRISTMAS CUTOFF

Seasonal / reminder

08

COMMUNITY POST

Cultural / community

09

BOX JOURNEY

Infographic / service flow

10

OFFER REMINDER

Sales / conversion

LOOPING HIGHLIGHTS FEED

Keep the explanation minimal. Let the work do the talking.

The phone stays fixed while 8–10 mockup posts continuously travel from right to left across the section and through the device. Visitors can still drag or swipe the stream manually; when idle, it keeps looping. Best final version: replace these placeholders with real Facebook/Instagram post mockups that fully occupy the phone screen.

06 / REFLECTION

What did I actually learn?

What worked

[Add 2–3 sentences in your own voice. Example topics: standardization, content pillars, linking design decisions to campaign goals, collaboration with sales/operations.]

What I’d change now

[This is useful because it shows seniority. Mention what you would improve today rather than pretending the project was perfect.]

IMAGE PLAN / WHEN YOU'RE READY

8 core moments + a looping highlights feed.

  1. Before feed/account — show the inconsistency you inherited. Not a giant mosaic.
  2. Actual brand guideline — preferably the page containing logo, colors, typography and graphic elements.
  3. Content-pillar working document — ClickUp/knowledge-base screenshot is ideal.
  4. Template system — 3–5 layouts side by side, annotated with what stays consistent.
  5. Content calendar — real planning view to demonstrate operational thinking.
  6. One campaign deep dive — brief/rough thinking → template → final → adaptation.
  7. Performance/reporting screen — show the data that informed your next move.
  8. 1–2 final hero pieces — finish with strong output after the process has earned it.
  9. Looping highlights feed — 8–10 additional social mockups inside the fixed phone for extra range after the result section.
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