Citygate Outlets Golden Week 2017
Fashion illustration on higher ground
Goal – We were commissioned by Citygate Outlets to create a holistic campaign for the Golden Week 2017. The campaign visuals were to be used on different marketing materials as a whole, a consistent campaign that bridges the shopping complex and its unique position as Hong Kong’s only luxury outlet mall.
Key Messages – Inspiring fashionistas with captivating style elements, what’s more engaging than that? We created a series of fashion illustrations of different figures with different personal styles, implying the abundance of fashion choices Citygate Outlets have to offer.
Approach – With a holistic approach, we created a campaign including print advertorials for magazines and newspapers; digital banners for selected online portals and cross-border mobile platforms; digital images for both in-house and third-party social media platforms; and other collaterals like posters for in-mall lightboxes and standees, leaflets with full campaign details and offers, tent cards, a website and EDMs. Our services included overall creative visuals, bilingual copywriting, design adaptation and artwork, colour proofs.
The final design includes illustrations with cut-outs, while pigment is one the elements of a painting used by the artist to create their artwork. The wide range of apparel options as pigment allows Citygate Outlets customers to “illustrate” their fashion styles.