In 2020, Bee Cheng Hiang created a special set of illustrated greeting visuals to celebrate Children’s Day across South Korea, Japan, and Singapore. Each region observes this day on different dates, but the message remains the same — to honour the happiness, innocence, and joy of children.This marked the first time the brand celebrated Children’s Day across multiple regions with customised, child-friendly artwork for social media, designed to resonate with local audiences while showing a softer, more heartfelt side of the brand.

My Role

Custom Illustration & Visual Direction:

• Created a storybook-style visual featuring playful characters and gentle colours, capturing the festive, lighthearted tone of Children’s Day
• Tailored the design to feel inclusive and non-commercial, focusing purely on the spirit of appreciation for children

Multi-Regional Visual Adaptation:

• Worked closely with teams in Korea, Singapore, and Japan to ensure each KV aligned with regional expectations and visual preferences
• Adjusted layout and copy placement where needed to accommodate language differences and posting formats
• Crafted visuals that were fun, sincere, and approachable, helping the brand connect emotionally with families and younger audiences

Approach

• Fresh Seasonal KV: Developed a new key visual style specifically for Children’s Day, crafted to match each region’s festive tone while introducing a softer, more playful side of the brand.
• Adjusted layout and copy placement where needed to accommodate language differences and posting formats
• Crafted visuals that were fun, sincere, and approachable, helping the brand connect emotionally with families and younger audiences

Outcome

• Delivered Bee Cheng Hiang’s first cross-market Children’s Day greeting visuals across Korea, Japan, and Singapore
• Established a friendly, approachable visual language that added personality and softness to the brand’s presence
• Strengthened customer connection through thoughtful regional engagement during a culturally meaningful celebration