SCMP Hearst Hong Kong Limited (Hong Kong)
Project Title: LANDMARK Xmas Guide 2013
Client or Class Name: Hongkong Land - www.hkland.com/en/home.html
LANDMARK is a prestigious mall in Hong Kong.
The brief was to create a brochure for their Christmas campaign: “To have a Christmas guide with many products, but that which does not look like a guideline, which is too catalogue like.”
The design concept was to create a collectible, or a book, to inspire – as is immediately apparent in our cover treatment. We ditched the traditional idea that a Christmas guide must have many “offerings or photos”, and rather, we used simple inspirational wordings to wrap up the whole thing – elegant and simple, to match the LANDMARK image.
Each subsequent spread was about play with visuals, typography, text placement, and matched with interesting quotations.
The idea of featuring “many products” was not lost though, as the pages featured many objects of desire. As the outside back cover (last page) sums it, “Never forget to dream.” (A quote from Madonna.)
Ruth Du Cann
JC de [email protected] Management
Andrew Chester Ong