Case Study — Creative Direction
Anchored Tiny Homes
Building the paid-media and visual-branding engine behind a rapidly-scaling ADU franchise.
Anchored Tiny Homes was a national franchise pioneering stick-built accessory dwelling units — the first ADU-focused franchise of its kind, scaling to dozens of territories across the country during a period of explosive growth in the ADU market.
As Creative Director, my mandate was straightforward and large: build the paid-media and branding engine a rapidly-expanding franchise network could plug into, and keep quality consistent as new franchisees launched every quarter.
Focus Area 01
Paid & organic social media that actually converted.
Led creative and strategy for the paid-media engine that drove franchisee lead generation — campaigns across Meta, Google, and YouTube built for the specifics of the ADU buyer, a homeowner weighing a major backyard investment against real questions about permits, financing, and timeline.
The output wasn't just campaigns. It was a repeatable creative playbook every new franchise could plug into on day one — high-performing ad units, tested hooks, and a funnel that behaved predictably across dozens of markets instead of getting reinvented from scratch in every new territory.
Focus Area 02
Templatized branding for dozens of franchisees.
Franchise growth introduced a design problem: every new location needed local marketing collateral fast, but no franchisee could be expected to become a designer. The answer was a mixed Canva + Adobe Creative Suite system — master templates authored in Adobe, distributed as editable Canva files franchisees could customize inside brand guardrails.
Adobe handled the deliverables where craft and control mattered — brand-critical assets, video, high-resolution print. Canva handled everything a franchisee could safely self-serve — social posts, event flyers, seasonal promotions, local community outreach.
The result was a franchise support system that scaled without diluting the brand. Dozens of franchises produced on-brand collateral without every request routing back through corporate design — the corporate team stayed focused on the systems, and franchisees got what they needed at the pace their local markets demanded.
The Team
Two teams. One creative engine.
This work happened in tight collaboration with the internal marketing team and the franchise support team — the group closest to what franchisees actually needed day to day. My role sat at the intersection: translating what franchise support was hearing from the field into creative systems the marketing team could execute and scale.
Anchored Tiny Homes is no longer operating. This case study is preserved as part of the professional record — and the systems built during that time inform the approach I bring to Blueprint Story Co. clients today.
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