Daniel Wong – Creative Director
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Divine Brewing is a New Zealand boutique brewer using amazing ingredients to truly create next level, inspirational beers for connoisseurs. Looking to create memorable and eye-catching graphics to compliment their brand and identity, I developed an intial series of packaging graphics, that aimed to be instantly identifiable and iconic amongst same sector markets. Tapping into Divine Brewings occult influenced flavour palettes.
Reimagining technical merino performance wear for outdoor exploration. Modern, functional clothing systems for poets of the wilderness. I was tasked to propose the look-book concept for a new apparel brand connecting the dots between functional and sustainable merino outdoor wear and post-modern aesthetics.
Tilt Gaming is a new publishing platform for independent games from around the world. I created the corporate identity including brand book and guidelines as a founding member.
Asics Movement Hub is created specially for fitness explorers everywhere, for people eager to try and be inspired by new and interesting forms of moving and fitness. Our fitness explorers are excited by all kinds of movement, from dance, yoga, running, cross-fit, and parkour, so we have brought and merged these together to create exciting hybrid activities with trainers, to be experienced exclusively only at the Asics Movement Lab.
Epic snowcapped mountains, 5 star resorts, and a thrilling line-up of the worlds best music, djs, and entertainers. This is the Club Med Yabuli Snow festival. Leveraging trending popular music festivals such as Yeti Out, as inspiration. I was commissioned by Club Med to create a brand identity for this new festival and develop a concept and proposal. The brand identity itself was designed around the iconic peaks of Yabuli Ski Resort, and needed to be instantly able communicate the concept of a fun, vibrant, mountain festival orientated around music and winter snow culture.
For the Harley Davidson Autoshow, I was tasked with creating a display toolkit to showcase hero product lines and secondary lines. We needed to create a uniquely Harley Davidson look and feel that showcased the products and encouraged guests to spend time and explore the 200sqm space with allowances for maximum stand visibility within the limitations of the area. Careful attention was directed at creating a cost effective design solution.
The year is 2019, coffee abounds in Shanghai, Peets is a hip californian brand with heritage that predates and inspired the brand Starbucks. Our task, how do we increase brand equity amongst Shanghai consumers, how do we educate and convert coffee fans into Peets followers? Our challenge is that Peets isn’t well known, brand awareness is about 10% of what it could be. So to solve this problem of brand awareness we decided to reach back to the founding of Peets in 1966 and recreate the very street where it was founded, including the rich culture of the late sixties. …
As part of the 2020s Taycan product marketing rollout we were comissioned to create a City to City event series culminating in thrilling finale, ultimately as all things tend to end up, our groundbreaking Taycan Soul City, became a brand experience toolkit. Check out the pre Covid designs ! My role was creating the creative concept, and including art and creative direction of the original pitch proposals and design direction of the physical spaces, including the plants. Pitched, won, next.
For the launch of Taycan in China, our team was tasked with pivoting from a traditional car launch event to a live broadcasted show beamed out to millions of people all around China and the world. We developed an entertaining and eye-ball capturing program for viewers to get the people excited for their first taste of the all new all electric Porsche Taycan. A multi format show, part talk-show, game-show, product demo. The key for agencies and clients post-covid is to be agile and embrace industry changes, both in brand marketing and how consumers engage with these brands.
I developed creative and strategy to position Lego as a learning and educational tool and not just a toy, brand videos and a reimagined experience for their flagship POS experience further developed this into tangible, fun and memorable experiences that focussed on engaging the imaginations of parents and children alike.
How do you reposition the Harley Davidson brand in China to appeal to a younger target market? You take the core brand tenets and develop a philosophy and a language that speaks to them. Enter the The Signal Project, an all year creative strategy that creates a satellite series of events and pop-ups, that combines the energy of youth culture with underground music and artistic inspiration, edgy, vibrant, and imossible cool.
For Future Mobility’s Byton global brand launch I worked closely with Byton Global team to create a sophisticated environment for the guests and media from all around the world, at the iconic Shanghai Bund location. I worked on the creative pitch and execution of the final design translating the brand strategy into a memorable guest journey experience for the history books.
For the official China launch of Adidas Boost, I led the creative team to produce the first Adidas Innovation Lab in China. Essentially store-in-store the lab would be a long term initiative to put Adidas front and foremost in consumers minds as an innovative brand. The SIS was so successful that retail sales of the Boost shoes increased by 28% compared to previous sales. The lab itself was carefully programmed to drive sales and customer buy in through carefully developed path to purchase stategies encouraging engagement.
For Airbnb’s first festival of hosting in China, we pitched and won the chance to create a truly unique experience for the hosts and global guests. From creative concept to interactive engagements we needed to make guests feel invaluable and cared for as part of the Airbnb family, every touchpoint needed to create tangible long lasting brand equity, and to welcome our hosts home. I was responsible for creative concept, creative direction, art direction from pitch to project execution, the whole shebam. For more details contact me directly.
I was approached to to create an identity for the Ascari Lausanne Aviation Group. Considerations encompassed creating a logo lock-up that conveyed emotions of maturity, stability, and progressiveness.
