Docs/Sending creative
File naming conventions
Name files so anyone can tell what they are without opening them. One pattern, a few rules, and examples for every placement.
Updated September 2026
A campaign generates dozens of files across several publishers. A consistent name is what lets us find the right one in seconds — and what stops the wrong version running.
The pattern
brand-campaign-placement-size-vN.ext
| Part | What it is | Example |
|---|---|---|
| brand | Short name of the advertiser | okafor |
| campaign | The campaign or package name | local-expert |
| placement | Channel or placement type | newsletter, display, podcast, feature, social |
| size | Pixel dimensions, duration or format | 300x250, 1200x400, 30s, hero |
| vN | Version number, starting at v1 | v2 |
| ext | File extension, lower-case | png, jpg, wav |
Rules
- Lower-case only.
Okaforandokaforare different files on some systems. - Hyphens between words, never spaces or underscores. Spaces become
%20in links; underscores hide under underlines. - No special characters — no
&,#,%, brackets or accents. - Size in pixels as
WxH, using a lower-casex. - Version on every file, even the first.
-v1today means-v2is unambiguous tomorrow. - Never reuse a version number. Changed the file? New number.
- Dates only when they mean something, in
YYYY-MM-DDform so files sort correctly:okafor-newsletter-2026-10-14-v1.png. - Keep it under 60 characters. Long names get truncated in upload dialogs.
Examples
| File | Name |
|---|---|
| Medium rectangle, second version | okafor-local-expert-display-300x250-v2.png |
| Newsletter sponsor banner at 2× | okafor-local-expert-newsletter-1200x400-v1.jpg |
| Produced 30-second podcast spot | okafor-local-expert-podcast-30s-v1.wav |
| Host-read talking points | okafor-local-expert-podcast-talking-points-v3.docx |
| Feature hero image | okafor-local-expert-feature-hero-1600x900-v1.jpg |
| Author headshot | okafor-headshot-600x600-v1.jpg |
| Logo, transparent | okafor-logo-primary-transparent.png |
| Social square | okafor-local-expert-social-1080x1080-v1.png |
Before and after
| Avoid | Use |
|---|---|
Final FINAL banner (2).png |
okafor-local-expert-display-300x250-v3.png |
IMG_4821.JPG |
okafor-office-exterior-01.jpg |
Newsletter Ad_Sept.jpg |
okafor-local-expert-newsletter-1200x400-v1.jpg |
logo.png |
okafor-logo-primary-transparent.png |
podcast script.docx |
okafor-local-expert-podcast-talking-points-v1.docx |
Folders
Files live in a shared folder organised by type; see How to upload and share media. A well-named file in a well-named folder needs no explanation — which is the point.