ASUS, a global technology brand, was preparing to expand its mobile product presence with the launch of Zenfone.
I joined the marketing team during this launch, where my primary responsibility was localizing the ASUS brand for the Persian market—adapting global messaging to resonate with local culture while maintaining brand consistency.
As part of this process, I contributed to the development of marketing campaigns, including a key seasonal initiative around the “Back to School” period, where cultural translation became a central challenge.
To design a distinctive and meaningful brand identity that visually represents the values of equity, inclusion, and diversity, while creating an emotional connection with organizations seeking transformation and impact.
The global campaign theme “Back to School” did not translate culturally.
The goal was to create a campaign that felt native, meaningful, and instantly relatable.
Instead of translating language, we needed to translate emotion.
Through cultural research and team brainstorming, I identified a powerful shared trigger:
A nostalgic memory associated with the start of the school season—deeply rooted in Persian culture.
A culturally adapted campaign inspired by a familiar childhood memory, reframing “back to school” as a feeling rather than a literal phrase.
