During my time at Bee Cheng Hiang, I led the design and execution of promotional campaigns across both local and regional markets. These promotions spanned weekly, monthly, and seasonal events — including festive campaigns like Chinese New Year, Mooncake Festival, Christmas, 11.11, and various region-specific sales activations.The goal was to create attractive, functional designs that aligned with sales targets and remained visually fresh despite recurring promotional cycles.

My Role

Design Concept & Template Creation:

• Developed promotional Key Visuals (KVs) either from scratch or by reworking existing assets
• Created adaptable design systems that could be used across various print and digital platforms

Content Layout Strategy:

• Advised on copy placement and hierarchy to maximise the impact of the promo message
• Balanced visual appeal with clarity, especially for bilingual materials

Multi-Channel Adaptation:
Designed for formats including:

• Digital TV screens (in-store)
• Posters (A2, A3, A4, A5)
• Standee banners
• Social media posts

Ensured designs could be scaled or adjusted across these platforms while keeping consistency

In-Store Execution:

• Oversaw the production and rollout of print materials across 40+ outlets in Singapore
• Worked with the design team to ensure accurate regional adaptations

Regional Market Support:

• Took charge of South Korea and Japan regions — either creating tailored visuals or adapting master layouts to suit local needs
• Managed this alongside other ongoing design projects

Design Approach

• Freshness Through Flexibility: Constantly refreshed templates with new elements, re-customised assets, or original designs, ensuring visuals stayed engaging across repeated formats
• Function Meets Aesthetic: Prioritised readability, product focus, and clear messaging, while keeping the visuals warm and appetising for the food retail context
• Bilingual Master Template Logic: Designed base templates that worked for English and Chinese audiences, serving as a master version for other regions to adapt
• Designed for Scale: Ensured the system could handle weekly promos, product-specific highlights, and high-traffic festive campaigns efficiently

View of the design process

Outcome

• Delivered campaign visuals for local and regional promo rollouts, including Singapore, South Korea, and Japan
• Oversaw design production for over 40 physical stores, ensuring brand consistency across all outlets
• Created a scalable system that balanced visual freshness, clarity, and operational ease
• Supported weekly to seasonal marketing cycles with flexible, reusable templates

Poster Templates