Chinese New Year Creative Design Campaign
Ride the Luck: Year of the Horse

The PARQ - Frasers Property

Role: Creative Designer, Graphic Designer

The PARQ Chinese New Year - Ride the Luck: Year of the Horse is a festive seasonal campaign that blends traditional Chinese elements with a modern visual style. The horse is used as the key symbol, representing energy and success while the overall design creates a vibrant atmosphere for the new year.

The colour palette features bright red and pink with a soft pink background to tone down the strong energy of the Fire Horse year, while vivid red graphic elements symbolise luck and the spirit of Chinese New Year. The campaign also included a set of custom icon designs for each event for a cohesive visual system.

I was responsible for the full creative direction and visual execution, including the key visual and campaign adaptations across digital and physical touchpoints.

Deliverables: Key Visual, Promotional Media

Tool: Adobe Illustrator