It started with the market, not the mood board. Before any design work began, we did real-world research into how Filipino SMEs actually present their businesses—market stalls, sari-sari stores, online shops running out of someone's living room. That research is what told us tarpaulins weren't a nice-to-have; they were the missing piece.

Tarpaulins are a genuinely local format, ubiquitous at every store opening, sale, and roadside stand in the Philippines, and Canva didn't have a dedicated template for one.

We introduced two doctypes in a single campaign. Tarpaulins and e-commerce storefront templates launched alongside the usual lineup of Instagram posts, TikTok backgrounds, and banners; meaning this campaign wasn't just adding volume to the library, it was expanding what the library could even do for local sellers.

Five distinct design languages, not one visual formula. To keep 180 templates from collapsing into sameness, we built the campaign around five deliberately different aesthetic directions: Bold Typographic for sellers who want their pricing and promos to shout; Curated Casual for the relaxed, lifestyle-brand feel a lot of small sellers are actually going for; Modern Minimalist for anyone who wants restraint and whitespace to do the selling; Magazine Editorial for a more elevated, feature-story polish; and a rotating seasonal system layered on top for timely campaigns. Each style had its own logic, so a seller could find a system that matched their actual brand instead of forcing their products into a generic template.

Leading the campaign meant owning what happens after the "fun part." Art direction was only the front half of the job. I oversaw design production across the in-house team, managed metadata so 180 templates could actually be found and searched correctly, and coordinated publishing.