Marketing

LinkedIn carousels

The highest-performing format on the account, and the one with the most ways to get it wrong. LinkedIn renders a carousel as a PDF, which means every slide has to be the same size and the type has to survive being rasterised.

Source of truth: Downloads/varick-content-calendar · Linkedin Templates

The spec

Fixed. Do not improvise a ratio.

Canvas: 1080 × 1350 (4:5)
Delivery: A single PDF. LinkedIn will not accept a set of images.
Slides: 8 to 12. Past twelve, readers drop before the CTA.
Type: Helvetica Neue, 400 / 500, left-aligned. Same rules as a document.
Colour: Navy and greys on interiors. The cover may carry an image at low contrast.

4:5 portrait fills more feed height than square without getting cropped, which is the whole reason for the ratio.

Slide rules

What separates a carousel that gets read from one that gets scrolled past.

LinkedIn renders carousels as a PDF. Export every slide at 1080 × 1350 and combine, do not mix ratios.
Cover slide carries the wordmark. Interior slides do not. They carry a slide number instead.
One idea per slide. If a slide needs two sentences of setup, it is two slides.
Navy on white for interiors. The cover may use a background image at low contrast.
Type is Helvetica Neue, 400/500, left-aligned. Same rules as a document.
Eight to twelve slides. Past twelve, readers drop before the CTA.

One idea per slide

If a slide needs two sentences of setup before its point lands, it is two slides. The format rewards a reader who can take one thing from each swipe.

Slide anatomy

Three slide types, and they are not interchangeable.

Slide	Carries	Does not carry
Cover	The wordmark, the title, and nothing else. A background image at low contrast is allowed.	A slide number. A CTA. Body copy.
Interior	A slide number, one heading, and at most three lines of body or one chart.	The wordmark. Repeating it on every slide is noise.
Close	The ask, and the handle or URL. One line each.	A new argument. If it needs one, it belongs on an interior slide.

Covers

The current cuts. Both are reference material rather than finished templates.

Adoption is the bottleneck: coverPNG · 1080 × 1350 · 410 KBLinkedIn carousel cover. 4:5 portrait, the ratio that fills the most feed height.
Download

Carousel cover referencePNG · 1080 × 1350 · 867 KBReference cut for the cover layout: margins, wordmark placement, title block.
Download

Type on these is not final

The current covers are marked FONT-FALLBACK / TYPE IS NOT FINAL. Season Mix was not embedded when they were cut, so the type on them is a fallback face. Re-cut before reusing them as templates.

Published carousels

The documents as they actually shipped, so you pull the real artefact rather than rebuilding a slide from memory.

The best agent workflow uses the least AI
Deterministic steps beat model calls wherever the work is already specified.
PDF · 26.4 MB
Open Download
The layer holding back enterprise AI
The missing piece is the context nobody wrote down, not the model.
PDF · 22.1 MB
Open Download
10 commandments of AI deployment
The rules that decide whether a deployment survives contact with an operation.
PDF · 9.5 MB
Open Download
Point solutions do not work
Why buying per-task tools produces a stack nobody can operate.
PDF · 4.4 MB
Open Download
The finance AI playbook
Sequencing agent work inside a finance function.
PDF · 1.9 MB
Open Download
Finance case study
A worked engagement, start to measured outcome.
PDF · 3.0 MB
Open Download
Claude Code vs background agents
Where an interactive harness beats an autonomous one, and where it does not.
PDF · 1.9 MB
Open Download
The 5 levels of AI-nativity
A maturity ladder buyers can locate themselves on.
PDF · 146 KB
Open Download
10 questions every C-suite should ask about AI
The diligence list, aimed at the person signing.
PDF · 975 KB
Open Download

Two more exist in the Drive folder and are not vendored here yet: How to measure AI's value.pdf, Don't give AI labs your edge. These nine are 70MB in total, and context-layer.pdf and least-ai.pdf are 48MB of that between them, so they are worth re-exporting at a lower image quality before the set grows.

Production

Carousels are produced through the content calendar, not by hand.

The calendar lives in one Notion database, and asset production is a separate automation from slot generation and drafting. Fanning an X article out into a LinkedIn carousel is a first-class operation there. Reach for varick-content-calendar rather than rebuilding the slides from the article by hand.

You want to	Reach for
Spin an article into a carousel	varick-content-calendar: fan-out
Produce the asset for a scheduled slot	varick-content-calendar: produce
Put a chart on an interior slide	varick-charts, PNG at scale 3
Write the caption	pack-naomi/marketing/linkedin.md, plus anti-ai-writing

A chart going onto a slide should be rendered at --scale 3. Scale 2 is retina for a screen; a carousel gets rasterised into a PDF and then re-compressed by LinkedIn, so it needs the headroom.