Aberdeen Centre Year of the Dragon 2024

For Aberdeen Centre's Year of the Dragon celebration, we developed a vibrant and culturally-rich campaign that immersed visitors in the festive spirit. The project centered on a bold and auspicious official campaign poster, which established a dynamic visual theme of prosperity and energy. This core identity was then extended into traditional Fei Chun (spring couplets) to enhance cultural authenticity at every touchpoint. Finally, we translated the theme into the physical realm with a custom market booth design, creating an engaging and visually unified environment that hosted the festival's activities. This multi-format approach ensured a seamless and memorable brand experience throughout the mall.