Master Asset Collection

Problem

AZPRO managed 100+ active brands and national accounts (Kroger, Freightliner, regional Police Departments) with only 4 designers. Every artist organized assets differently — logos lived in personal folders, templates were recreated per project, stock imagery was hunted fresh each time. Rework spiked when files moved between artists. No single source of truth existed for brand assets, templates, or production specs.

Approach

I built the Master Asset Collection (MAC) in three phases, each solving a concrete friction point:

**Phase 1 — Personal logo library (2017)** — Started as my own folder of every client logo, named and organized for instant retrieval. When a Kroger window-graphics rush hit (2,200 stores, kiss-cut, tight deadline), my library let me drop the right logo into the template in minutes while others hunted through email attachments.

**Phase 2 — Team-wide MAC (2018–2019)** — Formalized the structure and shared it with the team. Established: - Per-brand folders: logos (full-color, 1-color, reversed), brand guidelines PDF, approved photography - Standard templates: Police Cruiser vehicle-graphics kits (panel layouts, bleed, registration), window-graphics templates (Kroger rebrand sizes), common signage substrates (vinyl, canvas, foam core, PVC, acrylic) - Production specs baked into templates: spot-color setup, underbase rules, cut-path layers, registration marks

**Phase 3 — Stock-photo library & automation hooks (2019–2020)** — Added a curated, licensed stock-photo collection tagged by theme/industry so designers could comp faster. Wrote ExtendScript helpers that read MAC folder structure and pre-populated new project files with the right template, logo set, and spec layer — cutting project setup from 30 minutes to under 5.