As part of Bee Cheng Hiang’s outlet renewal at Paragon Singapore, I was tasked with designing a large-scale hoardingto cover the storefront during renovation. The hoarding needed to maintain brand consistency, communicate clearly from multiple angles, and be production-ready under a tight timeline.

My Role & Responsibilities
- In my role as a Senior Designer, I handled the visual execution of the hoarding — ensuring it aligned with Bee Cheng Hiang’s branding
- Adapted the design layout to address site-specific challenges, including:
• Overhead pipes obstructing key visual areas
• Three-sided visibility — the hoarding needed to communicate effectively from multiple viewing angles
• Low-resolution food imagery, which I enhanced and upscaled to retain clarity for large-format printing
Design Approach
- Brand Consistency: Maintained the familiar font system, layout rhythm, and food image presentation used across other outlets
- Optimized Readability: Ensured that both text and visuals were legible from a distance and up-close, taking into account Paragon’s foot traffic flow
- Adaptive Layout Thinking: Positioned key brand elements below the overhead pipe obstruction while maintaining hierarchy and visual balance
- Multi-Angle Impact: Designed the composition to be coherent and recognisable from three different view points

Outcome
- Delivered a visually consistent and impactful hoarding that guided the store through its renovation period
- Resolved multiple technical and environmental constraints while upholding brand quality
- Created a clean, high-resolution design from limited source material, ready for large-format production

