Scale-up Playbook

Overview

The Scale-Up Playbook is a modern framework designed to guide fast-growing companies through the challenges of scaling. Start-ups often succeed through vision, gut decisions, and pure hustle, but as they grow, those same strengths can become limitations. Priorities clash, decisions stall, and progress depends more on personalities than process.

Its goal is to provide a clear, practical framework to pressure-test strategy, uncover bottlenecks, and unlock progress, helping companies move from chaos to clarity during critical scaling moments.

Year

Client

CreateFuture

Services

Campaign

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Development

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Delivery

View Online

challenge

The Scale-Up Playbook needed a clear, compelling brand identity and a cohesive set of assets that could translate complex growth concepts into something approachable for fast-growing companies. With multiple teams involved, from marketing to strategy, strong creative direction and alignment were essential.

solution

As Creative Lead Designer, I shaped the visual direction and led the design team in creating the full identity for the playbook and campaign. Working closely with the strategy team, I transformed scaling insights into an accessible visual language and structured framework. I oversaw the development of all assets, including the playbook design, digital marketing materials, templates, and illustrations, ensuring clarity, consistency, and usability. Throughout, I managed cross-functional stakeholders, iterating collaboratively to keep the narrative and visuals tightly aligned.

impact

The campaign delivered a strong, unified brand presence and a highly practical framework that resonated with founders and executives. The Scale-Up Playbook became a valuable tool for navigating growth challenges, reinforcing the organisation’s authority in supporting high-growth companies and strengthening engagement across the target audience.