Hyland™
Pattern Library & Playbook
Overview
Operational Excellence. Creating campaign toolkits that standardise processes across a distributed marketing organisation.
Design Tool Kit. LinkedIn ads — atomic content templates, built so a single campaign reads as one campaign.
Client
Hyland
Discipline
Brand systems
Deliverable
Pattern library & playbook
Presented
2026
01 — The brief
A toolkit, not a template.
Hyland's paid social work did not fail on ideas. It failed on parts. Every LinkedIn ad started from a blank artboard, so type drifted, greens disagreed and crops landed differently — and a single campaign arrived looking like six.
Cora Designs — the system behind regulated communication
So the work became the parts. Ten spreads fix the logo across four sizes and two themes, six colour families with the shades that are allowed to do the heavy lifting, one typeface configured for headlines and body, an eight-pixel grid every asset sits on, and the exact dimensions and file limits for each LinkedIn format.
A designer now opens the toolkit, picks a size, and the system holds. Nothing left over to interpretation, nothing to rebuild from scratch — which in pharmaceutical work is not cosmetic. Consistency is the visible evidence that one team made the thing.
- Playbook spreads
- 10
- Colour families
- 6
- Base grid unit
- 8px
02 — The index
Ten spreads, one system.
Every page of the playbook, in order. Hover or tap a title to bring its page up; open it to read the spread at full size.
Hyland — Playbook, 10 spreads
Title spread. Operational Excellence and the Design Tool Kit stated as the playbook's two remits.
03 — Channel specification
Every format, measured.
Three spreads do the least glamorous and most useful work in the playbook: they remove every reason to guess. Ratio, pixel floor and ceiling, file weight and the devices a format actually reaches — written once, for every team.
Static, square, vertical & carousel
Four static formats, one recommendation each. Note that a vertical creative is a mobile-only deliverable — it is not a cropped square.
Recommended dimensions marked in teal, exactly as they appear in the playbook
Video & thumbnail
One video asset, four ratio cuts. Duration runs from three seconds to thirty minutes, and no file ships lighter than 75 KB.
Document ads
The most forgiving format in the set, because the document itself sets the shape — the spread only fixes the orientation and the page ceiling.
04 — Identity
One wordmark, eight ways.
The mark never gets redrawn. It is the same letterform at four set sizes, in a light theme for cream pages and a dark theme for green ones — so a jumbo lockup on a title page and a small one in a footer are visibly the same brand.
Theme = Light
Theme = Dark
In the toolkit each logo is a single component with a theme and size property — swap the instance, choose a size, and the correct lockup replaces itself. No duplicate files to hunt down, no version drift between teams.
05 — Colour
Six families, one discipline.
Every family runs from a near-white tint to a 900 shade, so a designer can go pale for a background or deep for a headline without leaving the brand. The guidance is deliberately narrow: lead with green and teal, and check contrast before anything ships.
Green
Primary
Teal
Secondary
Orange
Accent
Red
Alert
Yellow
Highlight
Gray
Neutral
Colour compliance. Adhering to colour compliance principles is vital for accessible interfaces, ensuring readability and inclusivity. Use the toolkit's compliance plugins when creating new content rather than sampling a shade by eye.
06 — Type & grid
The invisible framework.
A playbook only holds if the spacing is not up for debate. One typeface, configured into a set of styles, and one eight-pixel unit that every margin, gutter and image height is a multiple of.
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
The brand font is Montserrat, configured in the toolkit as a range of styles — larger for headlines, more compact for body, quotes and captions — so long-form copy and a single-line label still belong to the same voice.
The 8-pixel base
Every dimensional property is a multiple of eight — 8, 16, 24, 32, 40, 48, 56 — which is what keeps a grid of assets in visual rhythm without anyone eyeballing the gaps.
8
16
24
32
48
Base unit
8px
4 column
16px margin · 32px column
8 column
16px margin · 16px gutter
12 column
16px gutter
Diagrams are illustrative, drawn to show how multiples of 8 compose a layout
07 — Photography
Authentic, or nothing.
The images carry the claim. If a photograph looks invented, the work behind it reads as invented too — so the playbook sets the standard for what can be licensed, and shows exactly which pictures fail it.
Licensing & copyright
Several kinds of stock photography exist, and the differences matter before anything is purchased. The toolkit works from one licence type.
Royalty free licence
- Grants non-exclusive, unlimited and multiple use of an image, with few restrictions.
- One-time fee that allows perpetual use of the image in all the permitted ways.
Things to look out for
The images we're looking for have an authenticity that helps portray the real work Hyland does. When an image looks fake or made up, it works against that purpose.
Things to avoid
- Staged shots
- Subject cropped too close
- Unnatural, posed expressions
Appropriate for use
- A real meeting, genuine emotion, the work actually visible
08 — The library, part two
The pieces a campaign is made of.
Twenty-four more spreads, sorted by what each one decides: compliance, then photography, then the components themselves, then the library examples built from them, then the same campaign in the feed on a phone. Pick a section below, or open any spread to read it full size.
Compliance
01 spread
The colours pass or fail before anything else is designed. These spreads state which combinations carry white text safely, and which have to be swapped.
Photography
03 spreads
The images carry the claim. What a Hyland photograph has to show, who it shows, and how the portraits are swapped in the template.
Components
08 spreads
The parts a campaign is assembled from — buttons, icons, quotes, headline objects, image containers, charts and infographics.
Library examples
08 spreads
The system doing the work. Pre-designed assets in the standard LinkedIn formats — single image, square, carousel, video stills and document ads — ready to adapt.
Mobile
04 spreads
The campaign as people actually meet it: in the feed, on a phone. One question set, three answers, each a full-screen graphic built to read at arm's length.