Birchway MarketHoliday production case study
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Asset management system

Nine deliverables, two revision rounds and a static backup for every animated file quickly turns into dozens of files. The structure below means anyone on the team can find the current version of any size in two clicks, and can tell from the filename alone what it is.

Naming convention

Six segments, always in the same order, joined by underscores.

  1. BirchwayMarketBrandPascalCase, no spaces
  2. Holiday2026Campaign and yearCampaign name + 4-digit year
  3. DisplayChannelMaster, Display, Social, DOOH or Animated
  4. 300x250SpecWidth x height in px, lowercase x
  5. v2Versionv1, v2, v3… up by one on every round
  6. jpgFormatjpg, png, gif, zip, psd or pdf

Reads as BirchwayMarket_Holiday2026_Display_300x250_v2.jpg

  • Underscores between segments, never spaces or hyphens, so filenames survive every upload tool and URL.
  • Never write “final”, “FINAL2” or “use this one”. Approval lives on the ticket; the filename only says what the file is.
  • Versions go up by one per stakeholder round. Superseded versions move to 99_Archive so nobody can traffic the wrong one.
  • The spec segment always matches the pixel size exactly, so a mismatch is visible before the file is opened.

Try fixing the example, or paste one of your own.

2 problems found.

  • Brand: BirchwayMarket, correct
  • Campaign and year: Holiday2026, correct
  • Channel: Display, correct
  • Spec: 300x250, correct
  • Version: FINAL. Lowercase v and a number, like v2.
  • Format: jpg, correct

Contains a status word (final, latest, copy, new). Approval belongs on the ticket, not in the filename.

Folder structure

Numbered folders keep the order fixed in every file browser. Folders open and close; use Enter or Space on a folder name.

  • Birchway_HolidayCampaign_2026/Campaign root. One root per campaign per year.
    • 00_Admin/Brief, spec sheet, QA logs, approvals
      • BirchwayMarket_Holiday2026_Brief_BWM-200.pdf
      • BirchwayMarket_Holiday2026_SpecSheet_v2.xlsx
      • BirchwayMarket_Holiday2026_QALog_v2.xlsx
    • 01_Master/Approved master and brand source files, read-only after sign-off
      • BirchwayMarket_Holiday2026_Master_1800x1200_v3.psd
      • BirchwayMarket_Logo_Primary_RGB.svg
    • 02_Display/One subfolder per IAB size
      • 300x250/
        • BirchwayMarket_Holiday2026_Display_300x250_v1.jpg
        • BirchwayMarket_Holiday2026_Display_300x250_v2.jpg
      • 728x90/
        • BirchwayMarket_Holiday2026_Display_728x90_v2.jpg
      • 160x600/
        • BirchwayMarket_Holiday2026_Display_160x600_v2.jpg
      • 300x600/
        • BirchwayMarket_Holiday2026_Display_300x600_v2.jpg
    • 03_Social/Feed, Stories and link formats
      • 1080x1080/
        • BirchwayMarket_Holiday2026_Social_1080x1080_v2.jpg
      • 1080x1920/
        • BirchwayMarket_Holiday2026_Social_1080x1920_v2.jpg
      • 1200x628/
        • BirchwayMarket_Holiday2026_Social_1200x628_v2.jpg
    • 04_DOOH/Screen statics, per media owner
      • 1920x1080/
        • BirchwayMarket_Holiday2026_DOOH_1920x1080_v1.jpg
    • 05_Animated/HTML5 packages with static backups
      • 300x250/
        • BirchwayMarket_Holiday2026_Animated_300x250_v1.zip
        • BirchwayMarket_Holiday2026_Animated_300x250_v1_Backup.jpg
    • 06_Delivered/Exact files sent, grouped by platform and send date
      • 2026-11-09_Meta/
      • 2026-11-09_GDN/
      • 2026-11-09_DOOH/
    • 99_Archive/Superseded versions. Moved, never deleted.

      Empty until the first round is superseded.