Total Comp Tech Tool Campaign

Sub-brand identity / creative direction / launch campaign / cross-functional coordination

Vialto Partners developed a proprietary tech tool designed to simplify how companies manage total compensation for globally mobile employees. While the platform’s functionality was powerful, it required a launch campaign that could cut through complexity, inspire trust, and spark adoption.
Leadership challenged us to create a visual and messaging system that departed from the core Vialto brand. This campaign needed to feel bold, modern, and distinct—something that would make users feel like they were being "teleported" into a new, elevated experience of compensation management.The challenge: Build a compelling, cohesive visual and verbal identity for Spark Growth that could live across every touchpoint, from pre-event promotion to on-site materials, while aligning with the core Vialto brand.
- Create a sub-brand identity that felt fresh, immersive, and distinct from the master brand
- Develop a visual system and language that framed complexity as simplicity, one unified solution
- Build a full suite of campaign assets, from product explainers to sales kits, microsites, and motion graphics
- Align product, marketing, and global sales teams around a cohesive rollout strategy
As Global Creative Lead, I led the full creative direction and execution of the launch, including:
- Partnering with our external agency to define the sub-brand vision and visual style
- Translating stakeholder goals into a creative concept grounded in clarity, imagination, and trust
- Driving the development of visual assets including iconography, shape-based systems, and animation to represent the tool’s streamlined functionality
- Leading cross-functional collaboration across product, sales, and comms
- Managing creative reviews, vendor coordination, and global rollout timelines
- Ensuring tone of voice and brand messaging remained consistent across platforms

Social Media Campaign (Teaser + Launch Posts)

We ran a multi-phase social media campaign teasing the tool’s release, using bold visual cues and simplified messaging to generate interest across internal and external channels. These assets were used over a nine-month period to maintain momentum and drive awareness globally.

Campaign Video Series: Explainer and Brand Story

To support the launch, we created two campaign videos that worked in tandem to inform and inspire. The first was a visually immersive explainer featuring our signature portal animation — a metaphor for being “teleported” into a simplified, unified compensation ecosystem. The second took a storytelling approach, unpacking the strategic thinking behind the “Total Comp” name and reinforcing the campaign’s purpose. Together, they brought clarity and creative depth to the product narrative.

Sales Deck

I led the creative direction and design for this sales enablement deck, helping teams clearly communicate the tool’s value to clients. The visual language aligned with the campaign’s futuristic concept while keeping content clean, structured, and persuasive.

Microsite (CTA Destination)

I designed and built a branded microsite that served as the central campaign hub — the destination for all social, email, and sales outreach. The site provided a concise overview of the tool, linked to both videos, and featured a clear call-to-action to request a demo. It also housed region-specific content to support global rollout. The microsite helped unify the user journey and track engagement across key markets.

Printed Brochure

As part of our offline toolkit, I designed a printed brochure that introduced the tool at client meetings and events. The piece extended our visual identity across print, incorporating simple diagrams, bold iconography, and messaging tailored to executive audiences.

My process:

Creative concepting: Collaborated with our agency to craft a bold, imaginative concept—users were "teleported" into a clean, simplified universe where compensation management was streamlined and clear.
Visual system design: Built a campaign identity using flattened geometry, minimalist animations, and dynamic compositions that contrasted intentionally with the core Vialto aesthetic.
Asset creation: Rolled the identity out across microsites, explainer videos, motion graphics, sales kits, toolkits, and internal enablement decks.
Launch and enablement: Developed regional rollout kits for marketing and sales to ensure consistent global delivery of the story.

The results:

The Total Comp tool quickly became Vialto’s most actively promoted tech offering: a flagship product that showcases the company’s innovation, clarity, and client focus.

Sub-brand identity received strong positive feedback from leadership for its clarity, freshness, and visual sophistication
Rolled out successfully across global markets with strong internal adoption and excitement
Created a new campaign benchmark — the first branded Vialto launch to incorporate narrative animation and immersive microsites
Provided a scalable model for future tech product launches, integrating brand, design, and storytelling into a unified experience

Total Comp Tech Tool Campaign

Total Comp Tech Tool Campaign

Sub-brand identity / creative direction / launch campaign / cross-functional coordination

The challenge

The goals

My role

My process:

The results: