2025
Designing a Marketing Campaign System and Playbook
Developed a comprehensive visual identity system and a playbook for global marketing campaign, enabling internal teams and external vendors to execute with alignment and clarity.
TIMELINE
Feb 2025 - Present
ROLE
Lead Senior Designer
Song has been the major creative contributor to the new
TD SYNNEX branding. This includes providing a new approach and method towards the brand presentation.
– DAVID NINE, CREATIVE DIRECTOR, TD SYNNEX
Project Background
TD SYNNEX, a global IT distributor, launched “Making IT Personal,” a global campaign that highlights its partners' IT stories. The campaign showcases how TD SYNNEX’s support makes their business more effective so they can enrich their teams, improve their organizations and find better balance.
Each partner testimonials, in both static formats and videos, capture the genuine human emotions and personal experience behind each partnership.
Developing
Campaign's Key Visual Elements
WORDMARK
To differentiate this campaign from TD SYNNEX’s corporate projects, it required a unique and authentic wordmark. After extensive research and font testing, a calligraphic handwritten font with clear legibility was selected. This choice best symbolizes the human and personal elements of the campaign and reflects the meaningful work that TD SYNNEX does.
THE QUOTE
The most prominent visual element of the campaign is the quote graphic, which appears alongside each featured partner. The quote includes a snippet from the testimonial, the interviewee’s attribution, and hand-drawn embellishments that highlight key words. These visual treatments reinforce the campaign’s personal, authentic, and emotional connections.
Building a Comprehensive Campaign Playbook
CHALLENGE
As a globally widely distributed company, TD SYNNEX faces challenges in maintaining consistency across brand visual elements and ensuring universal implementation guidelines.
SOLUTION
To ensure brand-compliant and visually cohesive testimonial videos and static creatives, a comprehensive playbook was developed. This document provides detailed guidelines on the campaign’s visual system and production processes, serving as a resource for both internal teams and external vendors.
PROCESS
The Creative Director, Content Team, and AV Team contributed the content and copy for the Campaign Overview and Interview video guidelines.
As the Lead Designer, I have developed all contents and guidelines on Visual System section to give consistent strategy in creating creative deliverables (all copy was refined by content writers).
PLAYBOOK PDF
The playbook provides in-depth guidance on the visual elements and applications.
In addition to visual guidelines, the playbook includes instructions on conducting partner interviews and producing testimonial videos.
From Playbook to Production
This comprehensive campaign playbook provided detailed creative direction and production guidelines for both internal teams and external vendors to produce digital campaign materials.
The most prominent deliverables included testimonial videos that captured partners’ personal stories and experiences with TD SYNNEX.
Results
GLOBAL ALIGNMENT
The campaign playbook was distributed across all regional offices and external vendors, standardizing creative output worldwide.
BRANDED STORYTELLING
Key visual elements effectively highlighted the personal stories behind TD SYNNEX’s partnerships, especially in testimonial videos.
EASY OPERATION
Centralized guidelines simplified collaboration between internal teams, agencies, and partners.
CREDITS
Senior Creative Direction: Jay Blaskovich
Associate Creative Direction: David Nine
Copy Writing: Jenna Ksaibati
Project Management: Jess Barron, Caitlin Robison