TOTAL PLAY EMPRESARIAL / EVOLUCIÓN A+

Internal Transformation Campaign · Sales Enablement · Brand System

CHALLENGE

Create a national onboarding and internal transformation campaign for Totalplay Empresarial’s sales organization, designed to introduce new tools, processes and behaviors in a clear, motivating and highly scalable way.

The challenge was to develop an umbrella creative concept that could support multiple communication needs, from leadership messaging and training materials to digital tools, internal announcements and printed assets, while remaining fully aligned with Totalplay’s corporate brand.

CONTEXT

The campaign was developed in close collaboration with the Sales Leadership and Internal Communications teams as part of a broader transformation initiative for the commercial organization.

Under the Evolución A+ concept, a complete communication system was created to support onboarding, adoption of new digital tools, leadership alignment and train-the-trainer dynamics across local teams.

The system was designed to be flexible enough for implementation across multiple cities in Mexico, with master materials and guidelines that allowed regional teams to adapt communications consistently. A dedicated version was also developed for Colombia.

The rollout included both digital and printed touchpoints, ensuring that the campaign could operate across leadership communications, training environments, internal platforms and day-to-day sales interactions.

MY ROLE

Worked closely with Sales Leadership and Internal Communications specialists to develop the campaign concept, visual direction and implementation system.

My responsibilities included art direction, development of the master graphics, definition of the campaign’s visual language, creation of brand and implementation guidelines, design of key digital and printed assets, and review of local adaptations to ensure visual consistency across the rollout.

DELIVERABLES

Campaign concept · Art direction · Master graphics · Campaign guidelines · Train-the-trainer materials · Leadership templates · Digital communications · Wallpapers · Internal announcements · Mobile and app assets · Brochures · Printed materials · Sales enablement graphics · Presentation templates · Regional adaptations · Colombia adaptation