A method is provided in one example embodiment and includes generating a key associated with a virtual asset associated with content to be provided to a client device, where the key indicates at least one parameter for accessing the content; generating the virtual asset; receiving a request for the content; identifying a format being requested for the content; using the virtual asset to identify common format content to be retrieved and to identify the key; using the key to retrieve the common format content; and transforming the common format content such that it can be delivered to the client device in the format that was requested.