For Bee Cheng Hiang’s participation in the FHA Food & Beverage Trade Show, I was tasked with designing the large-scale backdrop branding for the booth walls. This event coincided with the brand’s 85th anniversary year, so the 85th anniversary logo was incorporated into the visual system as part of the brand presence.

With no existing template available, I worked closely with our marketing team to develop the layout direction and visual approach from scratch. The theme focused on the idea of “Enjoy & Share”, and I made sure this message was communicated clearly and consistently across all visible sides of the booth, using visuals that felt warm, inviting, and premium.

My Role & Responsibilities

• Collaborated with the marketing team to build the concept, layout, and flow
• Designed visuals across three-sided booth wall panels, integrating anniversary branding
• Created and resized custom imagery based on panel requirements and spatial context
• Developed a modern, brand-consistent layout with clean typography and image framing
• Prepared high-resolution artwork files suitable for large-scale printing with full visual clarity

Design Approach