Summer Play Camp
Date
April 2018
Category
Art Direction, Print Design, Event Campaign
Lucky Chinatown, located in Binondo Manila, is a lifestyle mall known for blending Chinese-Filipino tradition with modern urban experiences. In 2018, the mall sought to strengthen its brand awareness and attract more visitors through a family-centered summer campaign.
To achieve this, our team conceptualized a lively and memorable event campaign that would engage children and parents alike while supporting the mall’s retail partners.
The mall needed more than just an event—it needed an experience that would attract foot traffic, enhance brand perception, and create lasting emotional connections with families. The challenge was to design a campaign that looked fresh, cohesive, and full of life, while still aligning with the mall’s sophisticated yet approachable brand image.
As the Creative Designer, I led the visual direction and execution of the campaign materials. My responsibilities included concept development, trend research, brand alignment, and the concept design of all promotional materials from posters and banners to in-mall event installations.
The process began with research, analyzing competitor campaigns, design trends, and the emotional triggers that appeal to both children and parents. Using these insights, I explored color palettes, typography, and visual elements that could express creativity and playfulness while maintaining visual balance.
I developed multiple design directions, each centered around the idea of youthful exploration. The selected concept featured a vibrant palette of purple, teal, and pink, complemented by geometric shapes and elements such as origami, ballet shoes, and paintbrushes, symbolizing the diverse range of activities offered. Images of joyful children were integrated to immediately connect with the audience and convey the event’s energy.
Once the main key visual was finalized, I adapted the design across multiple touchpoints, including mall banners, digital screens, and event venue décor, to ensure consistent branding throughout the campaign experience.
Lamp Posts
Calendar of Events
Mall Billboard
Indoor Stand
Social Media Posts
Event Passport
Certificate
Identity Card
Event Branding on T-shirt
Registration Form
Loot Bags
Event Set Up Concept
Event Photos
Below are actual photos and video from the event launch and closing program using the designs.
Disclaimer
The photos and the video of the actual event are for presentation purposes only. These materials can be found on Lucky Chinatown’s Facebook page: www.facebook.com/LuckyChinatown/. I do not claim as the creator of these materials.
The Summer Play Camp at Lucky Chinatown Mall campaign successfully increased visitor engagement and foot traffic during the one-month event. Families responded positively to the visuals and activities, and participating retailers appreciated greater exposure. The campaign not only enhanced the mall’s brand visibility but also maintained Lucky Chinatown’s position as a family-friendly destination for creativity and connection. By blending strategic thinking with playful design, the campaign transformed a simple summer event into a meaningful experience that celebrated growth, creativity, and togetherness.