For the launch of Bosch’s first cleaning robot, the brief was to create a global master toolkit for multiple products across three price categories, with all master content to be developed in English and designed for adaptation across multiple international markets.

The challenge lay in launching a new product in a highly competitive market while developing a distinctive visual language and compelling messaging for Bosch that aligned with its brand values and corporate identity (CI) guidelines. At the same time, the toolkit had to be effective across a broad range of touchpoints, meeting the needs of both the target audience and the teams responsible for localising the content, including experience, product and how-to videos, photography, e-commerce content and paid advertising.

Based on audience and competitor insights, the overarching creative idea, positioning, messaging framework and visual language were developed in collaboration with a team of experts.

As Creative Lead, I worked closely with the client and successfully led the project from concept through production to final delivery. Throughout the process, I collaborated closely with the production agency responsible for the execution and a range of internal and external experts and partners.

The result was a scalable master toolkit that provided local markets with a consistent creative foundation across the entire launch ecosystem while allowing enough flexibility for local adaptation.