Client
yuu Rewards
Design Brief
yuu Rewards is the biggest rewards club ever in Hong Kong. By downloading the app, people will be able to join the rewards club for free. The app allows yuu member to earn Points by shopping and dinning in over 2,000 places across the city, such as Wellcome, Mannings, 7-Eleven, IKEA, KFC, Pizza Hut, Market Place, and more. yuu Rewards offers more than just a digital experience. It also teams up with Hang Seng Bank to roll out a new Hang Seng yuu enJoy credit card. As part of the creative team in Tag, I was in charge of designing the key visual and POSM (Point of Sale Materials) materials for yuu Rewards.
Key Visual Design
The key visual design mainly consisted of the yuu Universe, the tilted headline and the Hong Kong skyline. There were 4 key messages in the campaign, while the alignment and underlying grid of the visuals were carefully considered.
The key visual design mainly consisted of the yuu Universe, the tilted headline and the Hong Kong skyline. There were 4 key messages in the campaign, while the alignment and underlying grid of the visuals were carefully considered.
POSM (Point of Sale Materials) Design
Based on the key visual, we adapted the design into all kinds of print and digital POSM materials for the yuu Partners in Hong Kong and Macau, such as Mannings, KFC, Wellcome and 7-Eleven.
Based on the key visual, we adapted the design into all kinds of print and digital POSM materials for the yuu Partners in Hong Kong and Macau, such as Mannings, KFC, Wellcome and 7-Eleven.
The Photography Challenge
After the launch of the campaign, the client made a challenging request. It was to have a perfect straight-on photo of the Hang Seng Bank and Wellcome in Quarry Bay, in order to showcase the partnership between the bank and the rewards club. However, the retail stores were located on a busy street filled with newspaper stands, street lamps, bus stops and pedestrians. The task sounded almost impossible, but challenge accepted.
After the launch of the campaign, the client made a challenging request. It was to have a perfect straight-on photo of the Hang Seng Bank and Wellcome in Quarry Bay, in order to showcase the partnership between the bank and the rewards club. However, the retail stores were located on a busy street filled with newspaper stands, street lamps, bus stops and pedestrians. The task sounded almost impossible, but challenge accepted.
In the face of challenge, I came up with a way to solve the problem.
Timing was the key. I arrived at the location slightly before 7 a.m. when there were fewer people commuting to work or grocery shopping. I used a wide angle lens and took over 300 photos by walking from one end of the street to another. (I took a shot, then I walked 3 steps to the right. I stoped, then took another shot.) By 7:45 a.m., the street began to get busy again.
Even with the help of the wide angle lens, the distortion was heavy in every photo. I merged the photos to HDR and fixed the perspectives. There were not enough pixels for the computer to recognize that these 15 photos were taken on the same spot, so I spent some time to manually create the panorama.
Timing was the key. I arrived at the location slightly before 7 a.m. when there were fewer people commuting to work or grocery shopping. I used a wide angle lens and took over 300 photos by walking from one end of the street to another. (I took a shot, then I walked 3 steps to the right. I stoped, then took another shot.) By 7:45 a.m., the street began to get busy again.
Even with the help of the wide angle lens, the distortion was heavy in every photo. I merged the photos to HDR and fixed the perspectives. There were not enough pixels for the computer to recognize that these 15 photos were taken on the same spot, so I spent some time to manually create the panorama.
After a couple hours of retouching and fine-tuning, the Hang Seng Bank and Wellcome photos were born.
By combining the two photos, I brought the vision to life successfully and completed the challenge.
