Deep Dive into Rippling’s Buzz File

Quick Overview

The video details Rippling's template-based design system for creating marketing ads, emphasizing how this system allows marketing teams to rapidly generate on-brand, multi-format assets like social media posts and webinars by leveraging customizable components and pre-approved assets, ultimately speeding up the creative workflow and ensuring brand consistency.

Key Points: The team developed a comprehensive ad template component system in Figma to streamline the creation of diverse ad formats, including social media posts, webinars, and downloadable content assets. The system incorporates numerous customizable options for elements like layout alignment (left vs. center), toggling common elements (Logo, CTA, Subhead/Description, Image), and various background styles (solid color, gradient, 3D). Specific ad content types were categorized, such as Type Only, High Impact, Statistic, Testimonial, Checklist, Social UI (X/LinkedIn), G2 Review, Webinar, Event, and Ebook templates. The structure allows marketers, who may not be deep design experts, to self-serve and quickly produce on-brand creatives by selecting from predefined, pre-approved component combinations and styles. The presenters reviewed past successful ('Rippling Winners') and poorly performing ('Rippling Losers') ads to inform the design and component choices for the new templates. The component file is highly organized, with layers dedicated to different content types (e.g., Photo & Illustration, Statistics, Testimonial, Webinars & Events) to manage complexity. The ultimate goal of this templating system is to reduce manual design work, speed up time-to-market for ad creatives, and maintain strict brand adherence across all campaign assets.

Context: The video features Dan Schwer, Senior Product Designer at Atlassian, and Jay Dalal, Host of Deep Dive, discussing the development and structure of Rippling's internal Figma file dedicated to creating marketing ad templates. This system was created to improve efficiency and maintain brand consistency when producing a high volume of diverse ad creatives for various platforms and content types.