The 4 patterns

Claude Code isn't one-size-fits-all. How you organise your folders, CLAUDE.md files, projects, and data depends entirely on how you work. This module covers the 4 main patterns + when each is right.

The 4 main patterns

1. Agency pattern - one folder per client

You work on multiple clients. Each client has distinct data, brand, channels, goals. Keep them isolated.

Claude Code/

├── client-acme/ ├── client-brightside/ ├── client-nova/ └── internal/

Best for: agencies, freelancers, consultants with 3+ active clients.

2. In-house pattern - one folder per department or channel

You work on one brand but across multiple marketing disciplines. Organise by what you're doing, not who for.

Claude Code/

├── paid-media/ ├── email/ ├── seo/ ├── content/ ├── lifecycle/ └── research/ Best for: in-house marketers, solo founders running their own brand across multiple channels.

3. Solo operator pattern - one folder per project

You work on a few distinct projects over time. Each is its own self-contained thing.

Claude Code/

├── my-ecommerce-store/ ├── consulting-side-project/ ├── personal-blog/ └── research-experiments/

Best for: solo operators with 1-3 active projects at a time.

4. Channel-first pattern - one folder per platform

You work on multiple things but the platform drives your daily workflow . Google Ads all day or Meta all day.

Claude Code/

├── google-ads/ │ ├── client-acme/ │ ├── client-brightside/ │ └── templates/ ├── meta-ads/ │ ├── client-acme/ │ └── client-brightside/ └── klaviyo/

Best for: channel specialists, performance managers, in-agency paid media specialists.

How to decide which pattern

Answer these 3 questions

1. What do you switch between most often?

• Different clients → Agency pattern
• Different channels for one brand → In-house pattern
• Different projects for yourself → Solo pattern
• Different clients within one channel → Channel-first pattern

2. Where is your MCP + data configur ation unique?

• Per client (different MCPs/data sources per client) → Agency or Channel-first
• Per brand (one set of MCPs, many activities) → In-house
• Per project (each project has its own stack) → Solo

3. Where do project CLAUDE.md rules differ?

• Per client brand + voice differs → Agency pattern
• Per channel methodology differs → Channel-first
• Per project goal differs → Solo or In-house

Hybrid patterns

You can mix patterns. Common combinations

Agency + channel-first inside

Claude Code/

├── client-acme/ │ ├── google-ads/ │ ├── meta-ads/ │ └── klaviyo/ └── client-brightside/ ├── google-ads/ └── seo/

Best for agencies where different people handle different channels per client. Each leaf folder has its own CLAUDE.md.

In-house + project-based

Claude Code/

├── paid-media/ │ ├── q2-spring-launch/ │ ├── always-on-campaigns/ │ └── holiday-prep/ ├── email/ │ ├── welcome-series-rebuild/ │ └── ongoing-campaigns/ └── research/

Best for in-house teams running multiple concurrent initiatives per channel.

Don't over-engineer

Pick one pattern + stick with it for 2-3 months. Reorganising constantly eats time.

Rule: the simplest pattern that covers your current reality is the right one. Complex nesting only when you genuinely have that many categories to separate.

What this module covers

1. This lesson - the 4 main patterns
2. Agency pattern in detail
3. In-house pattern in detail
4. When to reorganise

Action items

☐ Answer the 3 decision questions - identify your pattern

☐ Look at your current Claude Code folder - does it match that pattern?

☐ If not, consider whether to reorganise or wait (Lesson 4)

Next lesson: Agency pattern - multi-client setup.

Exercises

1. Review the concepts covered in this lesson: The 4 patterns.
2. Write down your key takeaway from this lesson.
3. Practice running any commands or prompts mentioned above inside your terminal.