2020 has been an extraordinary year for many. We have experienced pain and adversity, but also witnessed the strength of unity and brilliance of humanity throughout the COVID-19 pandemic period.
As part of Millenia Walk's "Celebrating Our Greatest Givers" Christmas campaign, we wanted to attribute the light we see at the end of the tunnel to our noble frontline heroes through a campaign branding that uplifts shoppers' spirit.
For Millenia Walk's "Celebrate Our Greatest Givers" campaign, we developed an original key visual to complement the Christmas installation we created for the retail mall in honour of our frontline heroes. The art direction is dignified yet hopeful to bring a sense of warmth and comfort to shoppers as we emerged stronger from the difficult year. The design featured different layers representative of healthcare workers' hands wrapping around in embrace, signifying the assurance they gave us in the uncertain time. Dotted patterns are mapped onto the hands which followed the visual language of the Tree's 3D structural design.
For the Millenia Walk’s Christmas wrapping paper, we designed a patterned wrap featuring the tiered layers of our Christmas tree installation design in pastel hues of medical worker uniforms and embracing hands. To top it off, it comes with a simple flip-up the gift tag for shoppers to add heartfelt messages within.
Creative Direction, Art Direction & Design
Graphic Design & Development