motorola edge 60 pro
POS Design Toolkit
For the global launch of the Motorola Edge 60 Pro, I led the strategic art direction and creative management for the entire suite of point-of-sale (POS) materials distributed across multiple international markets. This project demanded a sharp balance between brand consistency and local market flexibility, ensuring Motorola’s premium positioning was uniformly communicated while empowering regional teams to adapt assets effectively.
Working intimately with Motorola’s communication and trade marketing departments, I developed a comprehensive visual system and layout hierarchy designed for scalability across diverse store formats—from flagship retailers to smaller partner outlets. This included conceptualizing and producing key visuals (KVs) centered on product hero moments and brand storytelling to captivate consumer attention and elevate purchase intent.
The scope of work involved producing a broad range of POS elements, including acrylic cards, product cubes, mall advertisements, security claddings, and display headers, all crafted under a cohesive and adaptable framework. I also delivered master templates and mockups, facilitating seamless localization by regional teams without compromising the core brand identity.
This project, developed by me at Agência Gipsy, highlights my expertise in creative leadership, strategic branding, and cross-functional collaboration within global contexts. It reflects a sophisticated understanding of how to drive premium brand experiences through design innovation, team coordination, and brand stewardship on a large scale.