Marketing campaigns · Localization · Brand systems
ASUS
Where brand systems meet performance marketing — two campaigns that connected a global brand with local audiences.
Client
ASUS
Team
Marketing
Market
Persian-speaking audience
Campaigns
Way to School · Zen Crystal
At a glance
2 campaigns
one seasonal, one product launch
Localized
a global brand, adapted for Persian culture
Multi-channel
social, key visuals, print and web
Overview
Global strategy, local behaviour.
I joined the ASUS marketing team during the Zenfone launch. My main job: localize the ASUS brand for the Persian market — adapting global messages to local culture while keeping the brand consistent.
My work spanned campaign identities, event visuals and conversion-focused digital assets across many touchpoints.
Guiding idea
Branding isn’t about translating words — it’s about translating meaning.
Campaign 01 · Localization
Way to School
A seasonal “Back to School” campaign, rebuilt around a feeling instead of a phrase.
Way to School — The challenge
“Back to School” didn’t translate.
✕ The phrase doesn’t exist in Persian
✕ A direct translation would feel unfamiliar
✕ The campaign risked losing its emotional pull
Key insight
Don’t translate the language — translate the emotion.
Way to School — Concept
A feeling you never forget.
Cultural research and team brainstorming led to a shared trigger: the nostalgic memory of the first day of the school season. “The Way to School” reframed back-to-school as a feeling.
“Back to school isn’t a moment — it’s a feeling you never forget.”
Way to School — Creative approach
Four moves made it feel native.
01
Cultural localization
Shared memory and familiarity instead of literal translation.
02
Visual direction
A nostalgic tone with familiar details, like the classic school backpack.
03
Brand integration
ASUS laptops and phones woven into the story for university students.
04
Typography
Persian typefaces aligned with the ASUS identity, readable everywhere.
Zenfone brochure
Tablet brochure
Print collateral in the localized ASUS system
Way to School — Outcome
A seasonal promo became a shared memory.
✓ An emotionally resonant campaign for the Persian market
✓ Stronger connection through culturally relevant storytelling
✓ Supported engagement during a key seasonal campaign
✓ Local adaptation, still consistent with the global ASUS brand
Campaign 02 · Product launch · UGC
Zen Crystal
“The Photo of Life” — turning Zenfone camera quality into a visual movement.
Zen Crystal — The challenge
Make a camera spec feel like something.
ASUS wanted to position the Zenfone as a premium, camera-first phone. Instead of another spec-heavy ad, we turned a technical feature into a visual metaphor: crystal clarity.
People were invited to capture and share “crystal-inspired” moments with their Zenfone — turning everyday photos into art.
Strategic idea
“If the camera is crystal clear, the world becomes a crystal.”
Zen Crystal — Objectives
Four goals shaped the campaign.
01
Position Zenfone as a premium phone with an exceptional camera
02
Drive engagement and participation on social media
03
Build a cohesive campaign language from product attributes
04
Generate authentic content that strengthens brand perception
Zen Crystal — Concept & visuals
Crystal as a storytelling device.
01 Crystal symbolizes precision and beauty
02 User participation scales the content organically
03 Expert judging adds credibility
The visual language — light refractions, sharp edges, luminous textures — kept social, key visuals and print consistent.
Zen Crystal — The campaign
Community-created, expert-curated.
Take part
Shoot with a Zenfone, add crystal elements, and share with the campaign hashtag.
Expert jury
Professional crystal photographers reviewed entries and picked the winners.
Built for social
Designed for shareability, visual consistency and community interaction.
Social assets in one crystal-inspired system
Zen Crystal — My role
From concept to campaign system.
01 Developed the core visual concept, turning product features into a story
02 Designed the campaign identity and visual system
03 Created multi-channel marketing assets
04 Worked with marketing and creative teams to keep touchpoints consistent
05 Helped shape a participatory campaign experience
Zen Crystal — Impact
A camera-first premium phone.
✓ More user engagement through participatory design
✓ A high volume of organic content in the brand’s look
✓ Stronger perception of Zenfone as a camera-first device
✓ A scalable model: community content + expert validation
Takeaways
What ASUS taught me.
Translate meaning, not words
Localization works when you find the shared feeling behind a message.
Metaphors beat specs
Turning a feature into a visual metaphor builds a stronger emotional connection.
UGC scales the story
Community content, backed by expert judging, lifts both reach and credibility.
Systems hold it together
A strong visual system keeps every market and every user post consistent.
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