Design Systems
SCALABLE CREATIVE
Templates · Systems · Scalability
THE CHALLENGE:
Walker & Dunlop's marketing materials rely on a combination of recurring templates and custom project-specific spreads. Core sections such as team information, market share, rent comparables, and financials are used repeatedly across Offering Memorandums and other marketing materials, while other layouts are developed to meet the needs of each individual property.
When I joined Walker & Dunlop, these recurring templates provided a foundation but also presented opportunities to improve hierarchy, consistency, and flexibility. The challenge was to evolve the system without losing the efficiency and familiarity that made the templates useful to the team.
THE EVOLUTION:
Over the course of my time at Walker & Dunlop, I have continuously refined these templates based on how they are used across projects.
The before-and-after comparisons below show the progression from 2023 to 2026, highlighting how I have improved layouts, information hierarchy, typography, spacing, and visual consistency while creating more flexibility for different types of content.
THE SYSTEM:
TEAM
Refined recurring team layouts to make information easier to scan while creating a stronger visual hierarchy between team members, roles, and supporting information.
MARKET SHARE
Reworked data-heavy market share pages to establish clearer hierarchy and make key comparisons easier to understand at a glance.
RENT COMPARABLES
Improved the presentation of comparable property information by creating stronger structure and clearer distinctions between data points.
FINANCIALS
Developed more organized financial layouts that allow complex investment information to be presented clearly without sacrificing the density of information required by investors.
DESIGNING FOR FLEXIBILITY:
Not every spread needs to remain the same. The system establishes a consistent foundation for recurring information while allowing layouts to evolve when a property's story, data, or marketing strategy calls for something different.
This balance allows the team to work efficiently without making every offering book feel identical.
THE RESULT:
The system has evolved from a collection of recurring templates into a more flexible visual foundation for the team's marketing materials.
The 2023 to 2026 progression demonstrates how I have continuously improved the system throughout my time at Walker & Dunlop, strengthening consistency and usability while leaving room for project-specific creative thinking.