The humble digital marketing canvas.
A structured - and genuinely enjoyable - way to brainstorm, align and decide. Tabula21 keeps your strategy, tactics and operations coherent over time, and it’s the engine beneath everything we do: every AI-accelerated move stays anchored to a human decision.
Modern marketing fails when good decisions get lost.
More channels, more content, more AI. Tabula21 gives teams a shared surface to make every idea visible and every decision durable - so nobody has to keep re-explaining what was agreed.
Brainstorm inclusively
Every idea is welcome and made visible. The best ones survive and drive the strategy - together, not top-down.
Track decisions
Crucial decisions stop getting lost along the journey. The canvas keeps a living record the whole team can trust.
Tame complexity
How many personas? How many campaigns? How much content, where? Tabula21 gives clear, direct answers.
Three canvases: the heart of your marketing decision process.
Strategy, tactics, operations: together, these three activities are where a marketing strategy actually lives. Each canvas feeds the next - strategy defines who and why, the journey turns it into campaigns, and the editorial plan turns campaigns into content you can actually ship.
Strategic Canvas
Create alignment between your marketing goals, your segments and personas, and what makes each persona unique. Here you also formalize the differentiation points that let you stand apart from the competition.
Lens Canvas
Project each persona onto a journey. For every step of the journey, design a campaign with the right channels. The journey canvas leads naturally to an effective, joined-up content strategy.
Editorial Plan
Aggregate the content created throughout the journey into an editorial plan, with strategies to optimize production across touchpoints and channels. This is where the plan becomes something you can actually ship.
This is how we keep humans in control of the AI.
AI can accelerate research, ideation and content. But on Tabula21 the strategic choices - goals, segments, positioning, brand voice - stay explicit, shared and human. The canvas is the place where people decide, and machines execute. That’s what makes our AI human-centered by design.
Where professional practice meets academic innovation.
Tabula21 is the result of a long-standing collaboration between two professionals with academic, consultancy and entrepreneurial backgrounds in digital marketing and communication.
Dr. Luca Triacca
Founder & Director of Your Interface since 2005. Adjunct Lecturer at EHL. PhD in Communication Science (USI). Expert in digital marketing, branding and digital transformation.
Biography →
Dr. Alessandro Inversini
Full Professor of Marketing & Digital Marketing at EHL (HES-SO). PhD in Communication Science (USI). Extensive academic and industry experience in marketing communication.
Want the canvas working for you?
The full Tabula21 toolkit is free to download under Creative Commons. Or let us run it with you - and put it to work on your growth.
