Edward Jones Marketing Hub
Financial services · Historical work
A scalable marketing asset system for financial advisors
A production and template system that turned firm-wide brand and compliance rules into ready-to-use, locally adaptable marketing materials.
Role
Senior Production Designer
Brand & Creative Services
Focus
Design systems
Templates & production
Audience
20,000+ financial advisors
United States & Canada
Channels
Print, digital, social
Presentations & events
Case study summary
Give branches fast access to useful marketing materials without losing brand consistency or compliance controls.
Built and maintained reusable templates, coordinated asset families, structured layouts, and production-ready files.
Helped make repeated marketing needs easier to serve across channels without treating every request as a new design.
Selected output
One system. Many kinds of marketing work.
Approved content, controlled personalization, and production rules became finished work across presentations, publications, direct mail, and coordinated campaigns.
Presentation systems for distinct audiences
Research-led retirement content and personalized high-net-worth materials use clear narrative structure to organize complex financial ideas.
Financial Planning Insights
A recurring editorial framework organizes a cover story, planning table, and feature article as a credible printed publication.
Personalized direct mail
Controlled fields accommodate advisor photography, contact details, and recipient information while the format and brand system remain fixed. The advisor shown is fictional.
Integrated campaign family
Shared standards connect print, presentation, direct mail, and social formats without making every piece identical.
The need
Flexible for local teams. Consistent for the brand.
Branch teams needed useful, pre-approved materials they could find and personalize quickly. The system had to translate firm-wide brand, compliance, and production requirements into controlled choices for local markets without handing users a blank canvas.
The resource in practice
Different needs; one governed place to begin.
PostcardsBranch outreach
Social mediaChannel-ready content
Speaking engagementsPresentation support
How it worked
The platform in plain language
From a marketing need to a compliant, channel-ready asset.
Users started with an approved framework, made choices inside defined boundaries, and produced an asset for a specific communication need.
Find the need
Browse materials by topic, audience, occasion, or communication goal.
Select a framework
Choose a pre-approved asset or coordinated family rather than commissioning a one-off design.
Personalize safely
Use the text, photo, contact, and content options permitted by that template.
Produce the output
Generate a channel-ready piece while requests outside the template follow a separate review path.
Start with the marketing goal, not a filename.
Marketing Blueprints connected advisor goals to practical guidance, recommended strategies, and related campaigns. Users did not need to know which individual asset to request before entering the system.
Narrow a large, governed library.
Search, category tabs, quick filters, material types, and audience choices helped users move from a broad need to a manageable set of approved options.
Move into the approved customization path.
Resource pages explained what could be changed, surfaced relevant support, and routed the user to the appropriate production tool. Local relevance was enabled without reopening the entire design.
Protected by the system
Brand and production rules
- Logo, typography, color, and hierarchy
- Approved content and required information
- Format structure and output specifications
- Repeatable patterns across asset families
Adaptable by the branch
Useful local choices
- Advisor and branch contact information
- Selected content, topic, or message options
- Permitted photography and text fields
- Channel or format choices supported by the library
One idea, coordinated across channels.
The same visual hierarchy and content logic can move from a publication to a presentation, social post, or direct-mail piece without becoming a set of unrelated designs.
Personalization inside a protected frame.
Advisor photography, contact details, and recipient information could change. Typography, hierarchy, dimensions, disclosures, and production rules remained fixed.
My role & decisions
Connecting design standards to production reality.
I created and updated customizable templates, coordinated asset families, structured layouts, presentation systems, and production-ready files. I also provided functional art direction and supported vendor implementation in collaboration with project management, Brand, Compliance and Legal.
Design for controlled variation
Protect a recognizable brand structure while making local choices genuinely useful.
Plan for revision
Build regulatory changes, image-rights updates, and repeated production into the system from the beginning.
I did not own the Marketing Hub platform or its product strategy, write its policy materials, or provide final Legal or Compliance approval. Later High Net Worth concepts created after my reassignment are not presented as my work.
Results
05 · Result
The value was not simply more assets. It was fewer reinventions.
The Hub connected marketing needs to repeatable, technically prepared materials that could move across teams, vendors, channels, and review cycles.
These documented figures describe broader team and production outcomes from my Edward Jones role, which included this work. They are not presented as results caused by the Marketing Hub alone.