Neo4j

42-asset campaign with custom Google-compliant visual systems

problem

Twitter needed to launch its Ads API in China—a large, developer-rich market that presented complex political and cultural challenges. The company had zero existing visual system or localized presence for the API, no brand equity in the market, and needed to build trust, credibility, and engagement from scratch while managing a complex internal and external stakeholder matrix across borders.

solution

I developed a strategic "Discover, Build, Fly" messaging architecture that conveyed both technical depth and visionary positioning while resonating with Chinese B2B audiences who value clarity, prestige, and functionality. This modular system guided attendees through a cohesive journey from API introduction to integration demonstration to growth partnership, creating a reusable framework that extended beyond the launch event.

As creative lead, I conceptualized and executed a multi-phase campaign spanning awareness, engagement, and sales activation. Working across a 42-asset campaign ecosystem—from banner ads and social content to sales enablement materials and incentive programs—I unified diverse deliverables under cohesive visual themes while navigating complex approval processes between Neo4j and Google stakeholders. The campaign successfully demonstrated the combined value of both technologies while maintaining the visual and messaging standards expected from a Google Cloud partnership.

Strategic Campaign Architecture: Developed a three-phase funnel approach (Create Awareness → Drive Engagement → Activate Sales) with distinct asset types and messaging themes for each stage of the customer journey.

Custom Visual Language Development: Created an original illustration system that respected Google's brand guidelines while establishing a unique campaign identity, ensuring brand consistency across 42+ campaign assets.

Cross-Stakeholder Collaboration: Coordinated complex approval processes between Neo4j, Google Cloud, and agency teams to ensure brand compliance and messaging accuracy across all campaign touchpoints.

year

2023

timeframe

16 days

tools

Figma, Adobe Illustrator, Adobe InDesign