With Bee Cheng Hiang’s shift from traditional print booths to a hybrid event format that included digital screens, there was a growing need for a refreshed and adaptable design system for their Food Expo presence. The previous materials were outdated and lacked consistency, so I was tasked with building a visual identity system from the ground up — one that could scale across formats and meet the needs of diverse audiences.

My Role & Responsibilities

Design System Creation:

• Developed a new typography, color scheme, icon and symbol library, and layout structure
• Built the system to be modular and scalable — able to adapt to different promo mechanics, languages, screen sizes, and printed formats

User-Centric Strategy:

• Studied the needs of three key user groups: the general public browsing for food deals, Bee Cheng Hiang staff managing the booth, and loyal returning customers seeking trusted promotions.

• Multilingual Communication: Ensured all visuals were bilingual, clear, and accessible to a broad audience
• Category Flexibility: Designed the visual structure to accommodate multiple product ranges and categories
• Stakeholder Engagement: Collaborated with internal teams and tested the system through on-site events, gathering and applying feedback to refine the final version

Design Approach

• Unified Identity Across Platforms: Created a visual system that maintained consistency across digital screens, banners, flyers, and booth materials
• High Visibility Design: Prioritized clarity, recognisability, and energy to stand out among crowded expo booths
• Flexible Layout Logic: Structured the design so it could grow and adapt based on future platform or content needs — from changing promo formats to screen displays
• Iterative Refinement: The final system was shaped through multiple feedback rounds with stakeholders and tested through live use

Outcome

• Successfully implemented on-site at Bee Cheng Hiang’s Food Expo booth
• Delivered a modern, consistent look across print and digital touchpoints
• Designed a future-proof system that can flex with product range, promo mechanics, and screen formats
• Developed and tested through collaboration, feedback, and real-world usage