During my internship at GSD&M, I got the opportunity to work on The Southwest Airlines "Transfarency" alternative media pitch. Our concept got selected by the Creative Directors to present to the client. The following is the deck that we presented.
"Each day, it's about pushing harder than you did yesterday. And the way you see it, it's worth the time. Worth the effort. Worth it, always."
Study Abroad, SCAD Hong Kong, Fall 2015
Hong Kong's city branding wasn't working. It was a mashup of multiple elements added on over time, and both locals and tourists couldn't really identify. We created a complete brand refresh: you can view the entire brand manual here.
Airport Arrival Welcome
Branded Baggage Claim
A welcome desk gives tourists a glimpse into the city. Because Hong Kong boasts being the world's most connected city, the desk attendant gives away complimentary metro passes and SIM cards to make travellers' first experiences with "Asia's World City" seamless.
The brand manual shows examples of how the new brand elements can be used in print.
Hong Kong's Star Ferry is a must-do tourist attraction, but also a convenient way for locals to get around. The branded livery helps the brand to keep its presence within the city.
Snapchat filters keep the Hong Kong brand alive on social media.
The brand's stationary utilizes the secondary corporate color pallet, and will be used by government officials.
A mini campaign for Farberware targeting men in their mid-20's to 50's
Swatch wearers post photos with #SwatchBump, in hopes that they'll randomly bump another user's post in the hashtag search. Matched bumps get featured on the micro site, and receive a limited edition Swatch.