Christmas has always been a festive season for everyone, and it's no exception to ALDI. Catalogue is one of the major promotion medium for ALDI during Christmas time, and therefore the look and feel is very important in order to attract customers and increase general sales.

2015 ALDI Christmas is all about portraying a warm and cosy feeling through beautiful and inviting photography, yet delivering a message that ALDI has all you need for this Christmas.

I carried out this concept throughout the catalogue using dark and moody photography with strong focus on product, and a hint of Christmas propping. The simplistic in layout and navigation also helped in engaging the readers to focus on the quality and variety of the products.

ALDI's biggest advertising medium is catalogue. Its diverse variety of products has made it to be a challenging and interesting project to work on each week. 

As an art director, I had to take the client's brief, then develop a rationale for each theme and spread, then to product layout design, photography and finally producing an engaging catalogue for everyone.

As an art director, I often had to take a brief and develop a rationale for the product promotion, aiming to accentuate the product features and generate sales, as well as to promote client's image on the market, and increase their market share. For each photo shoot, I developed concept and presented to client through rationale/moodboard, then progressed to scamps, props and model sourcing and finally working with the photographer on the shooting day to produce the best result.

This Westfield Christmas campaign consists of a range of assets including center screens, posters, videos, and social posts. The brief was to develop an execution for 2022 Christmas which can be carried on for the next few years. Therefore the concept and the photography execution needs to be modern and long lasting with a warm and inviting feeling for the shoppers at Westfield. I carried the project from concept development, storyboard for video to photography and video production.

At Rebel, it has heavy focuses on advertising/promotional offers throughout the year. I was involved in crafting their marketing materials such as eDMs, web banners and in-store POS.

During my time with Yes Agency (Optus), I was able to be involved in creating a range of advertising material such as in-store POS including posters, digital screens and wraps, OOH and SIM packaging.

WOOLWORTHS is one of Australia's biggest supermarkets. Besides the catalogue, it also does alot of seasonal promotions, competitions and WOOLWORTHS SELECT branded product advertising.

With this client, I developed their in-store POS, catalogue and website look and feel, as well as their seasonal campaign and promotion including Fresh Food Kids.

MCDONALDS is one of the biggest fast food chain, and I worked on their digital menu board, happy meal and other food packaging, as well as their print promotional materials such as banners, meal tray liners etc.

SCENIC is a luxury travel tour and cruise company that targets the upper market. It reaches its target audience through medium such as weekly newspaper press ads, DMs, web banners and yearly destination brochures.

During my time at Scenic, I took the briefs and worked from concept, to layout, to finished art across a broad medium of advertising.

I received a brief to re-design the packaging for the bulk box. Clear instruction for the delivery people on how to stack, open and keep fresh was the most important information needed on the box, along with nutritional value and ingredients. I chose a more graphical approach to keep the design simple yet interesting.

I received the brief from GILES TRIBE to redesign their logo and their stationery items. They want to portray a more sophisticated design with the easy association with architecture. I took the structure from a building block to develop the idea of architectural design for the logo, and then develop it into different stationery items.

Rebranding work for VFX - a digital print company. Developed its logo, then applied it to business card, stationery, staff t-shirts, website, and billboard advertising.

Food and Pet is a newly start up store that sells organic dog treats. I took the brief based on their idea of 'a gift for dogs' and developed their logo, stationery and packaging for their products.