Designing at TCL was an exercise in velocity and adaptation. With an ever-expanding product range, we were constantly rolling out simultaneous campaigns across retail, digital, and internal channels. You had to think fast and design faster. But the core challenge wasn't just speed; it was cultural translation. Taking raw campaign assets from TCL’s global teams, we had to fundamentally reimagine them for the Australian and New Zealand markets.

It was never just about swapping out copy; it was about deciphering how to make global creative resonate locally while anchoring it tightly to TCL’s overarching brand system.

Alongside this, we were building entirely new creative ecosystems from scratch. Whether we were designing for strict retailer specifications, or art directing local AFL, Olympic, and Google TV partnerships, we had to problem-solve on the fly to keep massive, multi-platform rollouts visually cohesive.

This balancing act peaked with the launch of the SQD Mini LED range. As TCL pushed into the premium display market, our design language had to evolve alongside it, becoming sharper, more refined, and highly intentional, without losing the brand's accessible roots.

Ultimately, every brief pushed me to solve three foundational design problems:

The Technical: How do we make heavy product specs visually exciting rather than overwhelming as well as compete with their established rivals?

The Cultural: How do we ground a global vision in local reality?

The System: How do we build scalable design consistency across dozens of touchpoints without the creative feeling fatigued?

I approached the work with a systems-focused mindset.

Rather than designing assets individually, I developed flexible visual approaches that could scale across campaigns, retail placements and digital environments while maintaining a cohesive identity.

Deliverables included:

• Retail POS (point of sale) assets: posters, step up charts, banners, etc

• Campaign graphics

• Product launch collateral

• Digital advertising assets

• Social media creative

• Presentation and internal branded materials

Each piece needed to function within a larger ecosystem while still communicating clearly on its own, but also being adapted to each retailer or stakeholder assets it was going to.