As Lead Graphic Designer, I spearheaded the localisation and visual identity for TCL’s flagship SQD Mini LED TV range. Leveraging TCL’s Global Olympic Partnership, I positioned the brand as the premium choice for home entertainment in the Australian market. Working within a small, agile marketing team, I owned the branding lifecycle, led creative strategy, managed global stakeholder requirements, and translated high-level assets into high-impact retail executions.

Market Integration & Retail

Where it's Sold: Customised creative for major retailers including JB Hi-Fi, Harvey Norman, and The Good Guys, ensuring brand consistency across diverse retail environments.

Uses: Spearheaded a full omnichannel rollout encompassing digital takeovers, social carousels, premium OOH billboards, and interactive in-store POS. Visuals were engineered for impact, from mobile digital assets to 98-inch in-store display skins and 4-metre-tall event activations.

Ownership & Localisation

• Leading the Team: I led the internal creative conversations and collaborated directly with the National Marketing Manager to define the local look and feel.

• Global to Local: I managed the "Aussification" of global toolkits, adapting European Olympic assets to resonate with Australian lifestyle and lighting conditions.

• Stakeholder Management: Directly managed the creative relationship with global Olympic partners and local retail stakeholders, ensuring a seamless rollout for the new TV range later this year.

Result: Successfully elevated TCL’s brand perception to "premium innovator" through a unified, high-performance visual strategy across Australia and New Zealand.