SUBWAY SINGAPORE SOCIAL CONTENT
Role: Creative & Art Direction
Agency: DENTSU
Client: Mastercard
Project Overview
The Challenge Translating a central event theme into a seamless, immersive experience for the Mastercard CNPF event. The objective was to ensure the core narrative was visually and tonally consistent across every attendee touchpoint—from the first digital invitation to the final physical keepsake.
The Execution Working hands-on from concept to final craft, I designed a comprehensive visual ecosystem anchored around the event's central theme. Rather than treating each asset as a standalone piece, I approached the deliverables as a cohesive journey:
Digital Engagement: Crafted visually striking EDMs and banner ads that built anticipation and established the event's visual language before attendees even arrived.
On-Site Identity: Designed custom lanyards that served not just as functional credentials, but as an immediate, wearable extension of the event's aesthetic.
Curated Takeaways: Executed the design for the physical event takeaways, ensuring the brand narrative left a lasting, tactile impression long after the event concluded.
The Outcome A premium, unified brand experience that guided attendees through the Mastercard CNPF event with intentional design at every step. By owning the creative and art direction from start to finish, the final physical and digital deliverables maintained absolute visual integrity and craft.
