SEMP TCL
Conversion Strategy
High-impact visual design project encompassing seasonal retail campaigns (Mother's Day, World Cup) and product authority visuals. Focused on translating technical specifications into consumer-friendly emotional design.
Date
Aug 2023
Role
Designer
Deliverables
Visual Storytelling, Key Visual Development, Retail Marketing, Video Asset Adaptation
Deliverables
Visual Storytelling, Key Visual Development, Retail Marketing, Video Asset Adaptation
CHALLENGE
Solution
Result
To connect the TCL brand with the emotional intensity of the Women's National Team, simultaneously positioning the TV model as the definitive device for sports viewing and strengthening brand affinity.
Visual Hierarchy & Emotion: Centered the key action (player #8) and the gold ball to instantly convey official sponsorship and quality. The slogan "Torcer do sofá, mas é como se fosse da arquibancada" visually demonstrates the TV's immersive quality.
Increased Brand Association: Successfully linked the TCL model to high-quality, immersive sports viewing and strengthened brand affinity through support for the Women's National Team.
CHALLENGE
To quickly translate video quality/product superiority into static Key Visuals for social media and retail, focusing on performance and industry awards (EISA).
Solution
Visual Authority & Product Narrative: Used dynamic, high-contrast imagery (racing cars, space themes) to visually represent the TV's superior color, speed, and immersive technology (Mini LED, QLED). The EISA Award badge was prominently positioned to instantly establish industry credibility.
Result
Reinforced Brand Premiumness: Established the promoted models (C825, C728) as "Best-in-Class" products, strengthening consumer confidence and justifying the premium price point.
CHALLENGE
To create an impactful retail campaign for Mother's Day that drives sales across the entire TCL product portfolio (TVs, AC, Soundbars), not just a single product line.
Product Visibility & Emotional Anchor: Used a high-contrast red background to capture attention. The design prominently features multiple products (TV, AC, Soundbar) within a cohesive gift-giving scene, balanced with the emotional slogan "Grande como o coração de Mãe" (Great like a mother's heart).
Maximized Cross-Category Exposure: Successfully showcased the product ecosystem, driving traffic to the sale page and increasing sales of multiple product lines during the promotional period.
Solution
Result
CHALLENGE
Solution
Result
To connect the TCL brand with the emotional intensity of the Women's National Team, simultaneously positioning the TV model as the definitive device for sports viewing and strengthening brand affinity.
Visual Hierarchy & Emotion: Centered the key action (player #8) and the gold ball to instantly convey official sponsorship and quality. The slogan "Torcer do sofá, mas é como se fosse da arquibancada" visually demonstrates the TV's immersive quality.
Increased Brand Association: Successfully linked the TCL model to high-quality, immersive sports viewing and strengthened brand affinity through support for the Women's National Team.
CHALLENGE
Solution
Result
To quickly translate video quality/product superiority into static Key Visuals for social media and retail, focusing on performance and industry awards (EISA).
Visual Authority & Product Narrative: Used dynamic, high-contrast imagery (racing cars, space themes) to visually represent the TV's superior color, speed, and immersive technology (Mini LED, QLED). The EISA Award badge was prominently positioned to instantly establish industry credibility.
Reinforced Brand Premiumness: Established the promoted models (C825, C728) as "Best-in-Class" products, strengthening consumer confidence and justifying the premium price point.
CHALLENGE
Solution
Result
To create an impactful retail campaign for Mother's Day that drives sales across the entire TCL product portfolio (TVs, AC, Soundbars), not just a single product line.
Product Visibility & Emotional Anchor: Used a high-contrast red background to capture attention. The design prominently features multiple products (TV, AC, Soundbar) within a cohesive gift-giving scene, balanced with the emotional slogan "Grande como o coração de Mãe" (Great like a mother's heart).
Maximized Cross-Category Exposure: Successfully showcased the product ecosystem, driving traffic to the sale page and increasing sales of multiple product lines during the promotional period.
Rafaela Alencar
Designer Visual | UI/UX
© 2025
Rafaela Alencar
Designer Visual | UI/UX
© 2025