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FILSON  |  BRIEFING SYSTEM |  2022
FILSON BRIEFING
SYSTEM
PROCESS DESIGN
Using Figma’s component library feature, I reorganized how Filson teams create and submit briefs for Creative Team projects. This has created increased efficiency for all teams that now use these templates, improved communication across channels, and has allowed for more consistent creative work.
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BIRD’S EYE VIEW OF MULTI-CHANNEL DOCUMENT

When I started working at Filson, email briefs were submitted as long, prescriptive word documents that were full of superfluous information, and were taking the email marketing manager almost as long a time to write as it took the creative team to decipher.

EXAMPLE OF ORIGINAL EMAIL BRIEF

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The creative team works heavily in Figma, and I knew the software was capable of helping us create a system that would be more efficient for both teams. I had already created email templates to speed up my production work in email design, and thought I could utilize the components library to build a new briefing system for our email team to use, as well.

FIGMA EMAIL BRIEF COMPONENTS

BRIEFING SYSTEM IN USE

This new system brings the email team into Figma, so that the brief, design, and feedback all happens in one place. Combined with my email design templates, the whole process is now much more efficient – my team went from designing 4 emails a week to 8.

The system is used by dragging and dropping templates from the component library. Those are then arranged in the document, and the form is filled in with all the necessary information - including product numbers, colors, and strategy details.

Because these briefs are now built using templates, there are fewer instances of forgotten or missing information, and better brand consistency. Adding 
this structure allows the Creative team to be 
exactly that – creative!
Now that this system is in place and other channels have seen how much faster our email production has become, they have asked for similar component libraries as well. Filson’s emails, paid media, organic social, website updates, and store event collateral are now briefed into Figma using the same system, with a template created for each unique asset. Changes, edits and questions are all shared in the Figma document to keep communication clear and all in one place.
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