Design

Two audiences, in order

Creative in a restricted category has to satisfy two readers, and only one of them is a customer. The first is review — automated, then sometimes human, with no interest in your business. The second is the person scrolling. Work that pleases the second and ignores the first never runs. Work that only pleases the first does run, and does nothing.

The whole craft is producing things that clear the first reader without becoming invisible to the second. That is a design problem with unusual constraints, not a compliance chore bolted onto one.

What the constraints actually are

They are more specific than most briefs assume, and they differ by category. Fitness creative may not imply the viewer should feel bad about their body. Dating creative may not imply anything about the viewer's relationship status or orientation. Health and aesthetic creative runs into limits on imagery suggesting physical transformation. Employment creative cannot depict a preferred age or gender for a role. Knowing which rule applies before the shoot is the difference between a set that runs and a set that gets remade.

Ad creative built for testing

Creative is produced in sets, not one at a time, because a single execution tells you nothing. A set varies one thing deliberately — the opening, the proof, the visual register — so a result can be attributed rather than admired.

• Static sets for Meta and Google, sized for every placement rather than cropped into them.
• Motion and vertical video for TikTok and Reels, cut natively for the feed, with the opening seconds designed first.
• Source files organised so a winning concept can be re-cut in a day, which is what actually determines how fast an account scales.

Landing pages

The page is part of the ad. A visitor who arrives from a specific promise and finds a general homepage has been asked to do the matching themselves, and most will not. We build pages that continue the creative they came from: same claim, same visual language, one action.

In restricted categories the page is also what review inspects most closely, and in regulated ones it is what a regulator inspects later. Claims, disclaimers, age gating, jurisdiction notices, representative pricing, licence and registration details — these are layout decisions with direct consequences, and they get made at the wireframe stage rather than patched in after a rejection.

Brand systems

For a new label, a clinic opening a second location, or an operator launching something separate: a system rather than a logo. Type, colour, motion, photographic direction, and the rules that keep a dozen people producing material that looks like it came from one company. Delivered as working files and a written specification, so the system survives whoever commissioned it.

How it runs

Design works on a cadence agreed up front — a fixed number of sets per week or per sprint — because irregular output starves an algorithm mid-learning. Requests come through one place, feedback happens in one round, and what shipped is reviewed against what it did rather than against whether anyone liked it.

What you get

Sets ready to upload with naming that matches your reporting, landing pages built and handed over rather than described, source files you own, and a written note of which executions were rejected and why — that note is worth more to the next batch than the batch itself.