As part of CDG Zig’s partnership with Christmas Wonderland at Gardens by the Bay, I was tasked with developing a cohesive Key Visual (KV) system that could be rolled out across both digital and physical touchpoints — covering promotions, giveaways, and ride campaigns.

The goal was to maintain visual consistency while ensuring each asset stood out within its specific format and function, from social media posts and EDMs to totem for across multiple locations at the event site.

My Role

• KV Development: Created the main visual direction that could be flexibly adapted across formats without losing its festive impact
• Digital Execution:
  • Designed social media assets for giveaway campaigns and promo code instructions
  • Worked closely with the copywriter and marketers to ensure visuals were aligned with tone, messaging, and platform requirements
  • Ensured digital banners and layouts were visually consistent yet varied across channels, avoiding repeated templates
• Digital Execution:
  • Worked closely with marketers to design for irregular-shaped, custom-sized surfaces for physical installations
  • Optimized layout to fully utilize available space for maximum visual impact on-site
• Designed creative that delivered two key messages:
  • Promo code for two-way rides to Gardens by the Bay
  • Additional ride discount for new users

Design Approach

• Flexible KV System: Built a design system that could be resized, rotated, or repositioned easily across platforms and surfaces
• Digital + Physical Sync: Balanced aesthetics and utility — ensuring each format served its content purpose without breaking the campaign's overall visual identity
• Audience Clarity: Prioritized readability, flow, and CTA clarity across both mobile-first screens and on-ground signage

Outcome

• Delivered a festive campaign experience across multiple user touchpoints
• Drove awareness and engagement through giveaways, how-to guides, and clear promotional visuals
• Enhanced real-world brand presence by maximizing impact on custom-shaped installations
• Strengthened the connection between CDG Zig’s digital promotions and on-ground event branding