CLIENT: GENERAL MILLS

AGENCY: MRM

Enterprise-scale always-on social, built as a repeatable design system (not a pile of posts).

For General Mills social, the job wasn’t to “make content.” It was to build a modular creative system that could ship reliably across multiple brands, channels, and priorities—while staying brand-correct and platform-native.

Primary focus (shown): Betty Crocker (design system + template library)
Additional brands supported: Pillsbury, Old El Paso, Annie's Homegrown, Ratio Foods

What shipped

• A social-first visual language (type, layout, motion rules, illustration/photo treatments) designed to scale

• Template families for recurring formats (recipe, tip, seasonal, product, trend-response)

• Master compositions designed for 16:9 capture with clean cutdowns to 1:1, 4:5, and 9:16

• “Systemized craft” deliverables: end cards, supers, lower-thirds, pack integrations, CTA patterns

My role
Oversaw the work end-to-end.

• Set and maintained the design system: rules, guardrails, and examples that kept output coherent at volume

• Directed execution across teams (design, motion, copy, production) so work stayed platform-native without drifting off-brand

• Ran approvals/QA expectations (clear briefs, versioning discipline, final checks) to reduce rework and keep delivery predictable

• Protected craft under real constraints (tight timelines, multiple stakeholders, competing priorities)

Why it matters
This is what “enterprise repeatability” looks like: a creative operating system that keeps quality stable, reduces churn, and makes it easier for teams to produce more without the brand looking different every week.