Synology LATAM Campaign

Timeline:
Jun 2026 (concept)
Role:
Marketing Design & Localization
Tools:
Figma

A concept bilingual mini-campaign for Synology's DiskStation DS124 — adapting the same creative across Spanish and English while keeping brand consistency, proving I don't just translate, I adapt design and message for the LATAM audience.

Concept project — not affiliated with Synology.

Synology LATAM social media square in Spanish — dark background, DS124 product photo, headline 'Tu trabajo, siempre seguro' with blue accent text, and a 'Mas informacion' CTA button
Synology LATAM web banner in Spanish — landscape format featuring the DS124, headline 'Almacenamiento que crece contigo' with feature icons for remote access, smart backup, and cloud sync

Overview

I created a concept bilingual mini-campaign for a Synology LATAM product to demonstrate how I'd approach localized marketing design. The campaign targets the DiskStation DS124, a prosumer/SMB NAS device, with assets designed for Instagram, Facebook, LinkedIn, and web use.

The core challenge: how do you adapt a single creative across two languages and multiple formats while maintaining brand consistency, respecting the target audience's cultural context, and following Synology's established design language?

Goals

  • Demonstrate bilingual (EN/ES) marketing design at a professional level
  • Maintain visual and tonal consistency across languages and formats
  • Follow Synology's actual brand guidelines — typography, color, logo usage, product naming
  • Adapt messaging to match the DS124's real professional positioning

Constraints

  • Concept work — no access to internal brand assets or style guides beyond what's public
  • Must clearly read as unofficial/concept, not imply Synology endorsement
  • All copy adapted (not just translated) for natural LATAM Spanish

Design Decisions

Brand research

Before designing, I audited Synology's public brand presence to reverse-engineer their design language.

Dark aesthetic: Synology's website and marketing use deep blacks (#0B0D10) and dark backgrounds, creating a tone of security and sophistication — not the navy gradients common in generic tech marketing.

Typography: Inter is used across their web presence — clean, professional, highly legible at small sizes. Not the rounder/heavier Poppins that many tech brands default to.

Brand blue: Their signature accent blue appears consistently across CTAs and highlights. I matched this exactly from their site rather than approximating.

Product positioning: The DS124 product page targets professionals and small businesses — "Take command of your most important data." This informed my copy direction away from personal/consumer messaging.

Logo rules: White-on-dark is an approved variation. The registered trademark symbol (®) is always present. "DiskStation" is written as one capitalized word per their naming guidelines.

Tone: Corporate-professional with accessibility — clear feature documentation over aggressive marketing. CTAs are simple: "Learn more" rather than urgency-driven language.

Localization

The EN/ES pair proves I don't just translate — I adapt design, messaging, and cultural tone while keeping the visual system identical.

Spanish social square — 'Tu trabajo, siempre seguro' with DS124 product photo on dark background
ES — "Tu trabajo, siempre seguro."
English social square — 'Your hard work, always safe' with DS124 product photo on dark background
EN — "Your hard work, always safe."

What changed between languages

Visual (Nothing)

  • Same layout, spacing, and composition
  • Same product image placement and size
  • Same CTA style and position
  • Same typographic hierarchy and weights

Copy (Adapted, Not Translated)

  • "Tu trabajo" / "Your hard work" — not a literal translation; both feel natural in their language
  • "siempre seguro" / "always safe" — maintains the same emotional weight
  • Subhead rewritten to flow naturally in each language rather than mirroring sentence structure
  • CTA localized: "Mas informacion" / "Learn More"

Copy direction

The initial brief used placeholder copy targeting personal/consumer use: "Your memories, always safe." After researching the DS124's actual product page, I adapted the messaging to match its professional positioning: "Your hard work, always safe" / "Tu trabajo, siempre seguro."

Dark background over navy gradient

The initial mockups used a navy-to-dark-blue gradient. Synology's actual marketing uses deep blacks. I matched the real aesthetic, which also provides stronger contrast for product photography and white headline text.

Real product photography

The initial mockups used a CSS-drawn NAS illustration. I replaced this with the actual DS124 product render, making the designs read as legitimate marketing rather than generic tech mockups.

Icon-based feature bullets

The original web banner used pill-shaped text badges. I replaced these with icon + text pairs (clipboard for access, checkmark for backup, cloud for sync) — more scannable at the small sizes a web banner is typically viewed at.

The Work

01 — Social Square (ES) · 1080×1080

Instagram/Facebook post targeting LATAM Spanish-speaking professionals. Features the DiskStation DS124 product line label, professional-focused headline, and synology.com/es-latam URL.

Full-size Spanish social media square: dark background with Synology logo, 'DiskStation DS124' label, headline 'Tu trabajo, siempre seguro' with 'seguro' in brand blue, body copy about secure private cloud access, DS124 product photo on right, and blue 'Mas informacion' CTA pill button

02 — Social Square (EN) · 1080×1080

Same creative, localized for English. Identical layout and visual weight; copy adapted (not literally translated) for natural English. URLs point to synology.com (global) instead of the LATAM subdomain.

Full-size English social media square: identical layout to the Spanish version with headline 'Your hard work, always safe' — 'safe' highlighted in brand blue, adapted English body copy, and 'Learn More' CTA

03 — Web Banner (ES) · 1200×628

Landscape format for web, LinkedIn, and link previews. Features the "Almacenamiento que crece contigo" headline with three icon-paired feature callouts: remote access, smart backup, and cloud sync.

Full-size Spanish web banner in landscape format: Synology logo and 'DiskStation DS124 para tu negocio' label at top, large headline 'Almacenamiento que crece contigo' with 'crece contigo' in brand blue, three feature rows with icons — access, backup, cloud sync — DS124 product render on right, and blue 'Mas informacion' CTA

Reflection

  • Brand research before design saves rework. My first instinct was to use the brief's navy gradient and Poppins font, but Synology's actual site revealed a different design language — deeper blacks, Inter typeface, professional messaging. Starting from the brand's reality produced more authentic work.
  • Localization is design work, not translation work. The EN and ES versions look identical at a glance, but achieving that required conscious decisions about line breaks, character counts, and natural phrasing. "Mas informacion" and "Learn More" don't have the same length — the layout has to accommodate both.
  • Concept campaigns need clear boundaries. Watermarking renders as mock-ups and labeling the work as concept protects both my credibility and the brand's — it shows I understand how brand permissions work professionally.