Consumer Electronics, Marketing Campaign, Operations
GORENJE Romania
GORENJE Romania
Date
2016
Client
Gorenje Romania
Sector
Consumer Electronics
Role
Interim Marketing Manager & Art Director
From design partner to interim Marketing Manager: running a national campaign across 21 cities. Sales doubled.
The Brief
Gorenje Romania needed a national product launch campaign and someone to run their marketing department during a year-long leadership gap. They asked me — their existing design partner — to step in as interim Marketing Manager. I said yes.
The Brief
Gorenje Romania needed a national product launch campaign and someone to run their marketing department during a year-long leadership gap. They asked me — their existing design partner — to step in as interim Marketing Manager. I said yes.
The Challenge
This wasn't a design project. It was an operational leadership role that happened to require design at its core. I managed the full marketing operation: campaign strategy, supplier coordination, budget allocation, retail partnerships, and production of every physical touchpoint across 21 cities.
The Challenge
This wasn't a design project. It was an operational leadership role that happened to require design at its core. I managed the full marketing operation: campaign strategy, supplier coordination, budget allocation, retail partnerships, and production of every physical touchpoint across 21 cities.
Key Decisions
The campaign included over 400,000 leaflets, in-store display stands, point-of-sale materials, vehicle wraps, and a customer loyalty program. Every piece had to be consistent, on time, and on budget.
The campaign needed to work in physical retail environments — shelf presence, quick comprehension at a distance, materials that sales staff could deploy without training.
I designed every element as part of a system: the same visual language across leaflets, stands, and vehicle wraps, adapted for each format but unmistakably connected.
The design work wasn't the hardest part. Managing suppliers, timelines, and retail logistics across 21 cities while maintaining my own studio responsibilities was the real challenge — and the real education.
Key Decisions
The campaign included over 400,000 leaflets, in-store display stands, point-of-sale materials, vehicle wraps, and a customer loyalty program. Every piece had to be consistent, on time, and on budget.
The campaign needed to work in physical retail environments — shelf presence, quick comprehension at a distance, materials that sales staff could deploy without training.
I designed every element as part of a system: the same visual language across leaflets, stands, and vehicle wraps, adapted for each format but unmistakably connected.
The design work wasn't the hardest part. Managing suppliers, timelines, and retail logistics across 21 cities while maintaining my own studio responsibilities was the real challenge — and the real education.
Results
Sales doubled compared to the previous product collections. The campaign ran on schedule across all 21 cities.
Results
Sales doubled compared to the previous product collections. The campaign ran on schedule across all 21 cities.
