Campaign Toolkit Development
Campaigns succeed or fail on consistency. This work focused on developing campaign toolkits that translated brand strategy and creative direction into usable systems for teams executing at scale.
Michael Peñate contributed to the development of campaign toolkits for T-Mobile, supporting initiatives spanning retail, seasonal campaigns, and enterprise-wide messaging. These toolkits established shared language, narrative structure, and executional guardrails. This ensured creative teams, partners, and vendors could activate campaigns consistently across formats, locations, and timelines.
T-Mobile Holiday 2025 Playbook
The work supported high-visibility retail environments and seasonal moments, where messaging needed to remain evergreen while accommodating refresh cycles, segment-specific considerations, and legal requirements. Toolkits were designed to function across physical spaces, print, and digital placements, aligning in-store storytelling with broader campaign narratives.
Retail Mural Brand Playbook
Rather than prescribing copy line by line, the toolkits distilled campaign intent into practical guidance—clarifying messaging hierarchies, tonal expectations, and required narratives. This allowed teams to adapt creative to local, cultural, and format-specific needs without diluting the core idea.