2025 Q2/3 Mastercard Travel Now 2.0 Campaign
As an Art Director at GERMS Digital Pte Ltd
Oversaw the conceptualisation, execution, and production of marketing materials for UOB’s 2025 Q1/Q2 Mastercard Travel Now 2.0 campaign, refreshing the visuals to drive card acquisition and be the top-of-mind credit card for cross-border spending when travelling overseas.
Art Direction
Graphic Design
Graphic Design
Travel Now 2.0 is UOB’s comprehensive offers programme to drive cross-border spend and top-of-wallet card preference, consisting of several thematic campaigns spanning 12 months, across the ASEAN region.
I established key visual concepts for its first phase, inspiring travel to, according to research done by Mastercard, the most popular travel destinations for the months of March through June — Japan and Korea.
With over 1,000+ deals across various destinations, UOB’s credit cards unlocks savings as you spend, making the card an indispensible travel companion. To illustrate this, my key visuals feature a well-travelled modern luggage — serving as a mnemonic across the year-long campaign’s visuals — with you at all the destinations you love.
As part of my rendition on 2.0, I handpicked brighter backdrops featuring iconic sights, and thoughtfully plastered travel stickers featuring elements of the destination to inspire travel.
2024 UOB Balance Transfer Campaign
As a Junior Art Director at GERMS Digital Pte Ltd
Oversaw the conceptualisation, execution, and production of marketing materials for the 2024 UOB Balance Transfer campaign to drive sign-ups, cut through clutter in a homogenous market, and communicate key benefits to stand out against its competitors.
Art Direction
Graphic Design
Graphic Design
With rates almost at parity across all banks, there lay a challenge in cutting through the clutter and standing out against competitors.
Our approach was to emphasise the benefits that sway consumers the most — 0% interest and instant cash. This translated into 2 streams of materials, one for evergreen usage and one for their tactical promotion.
Following UOB’s lifestyle-centric approach, I developed 2 key visuals for the campaign that bring to mind a stress-free lifestyle and emotions. Imagery across the campaign was kept more universal, steering away from scenario-based visuals to avoid interfering with UOB Personal Loan promotional materials.
2025 UOB LNY Ang Pao Proposal Submission
As a Junior Art Director at GERMS Digital Pte Ltd
Led the conceptualisation, execution, and production of LNY red packets and collaterals designs for UOB’s 2025 Lunar New Year stationery for a key goodwill gesture to valued customers, employees, business partners, associates and subsidiaries.
Art Direction
Graphic Design
Graphic Design
For 2025, as the 10th instalment of UOB’s Red Packet Series that began in 2016, UOB was seeking for a design that embodied UOB’s stature and position as the leading bank in ASEAN, while showcasing its commitment to being a progressive bank.
Designs would have to be best-in-class to stand out in the market, intricate, and feature an auspicious couplet, while telling a story with a narrative across its 3 tiers of customers.
Wealth in abundance.
My couplet of choice wishes all customers and recipients wealth in abundance, and complements the story I wanted to tell — of waterfalls cascading down a mountainscape, representing the idea of achieving success and having fortune overflowing.
This visual concept would pave the way for me to craft a cohesive, vertical design that reflects the modernity and progressiveness of UOB with an abstract nuance.
Production finishings were also carefully integrated into the design to separate tiers while retaining harmony.
Private Banking
Tier 3
Corporate Banking
Tier 2
Retail Banking
Tier 1
Complementing the red packets, I carried over the verticality of the design into longer carriers that could hold oranges and spirits, standing out from typical carrier dimensions.
2023 UOB Sustainability Compass Form
As a Junior Art Director at LIKELY Pte Ltd
Oversaw the ideation, execution, and production of animations for the UOB Sustainability Compass’ online assessment form to increase page retention and engagement.
Art Direction
Graphic Design
Motion Design
Graphic Design
Motion Design
A sustainability & ESG assessment tool by UOB for businesses, the Sustainability Compass provides clear, actionable steps for companies seeking knowledge, guidance, and advancement of their sustainability journey — at zero cost.
Seeking to enhance the assessment form, UOB commissioned a series of animations to increase page retention and engagement.
I designed the series to be clear, intuitive, and fun — providing viewers with smooth animations as they navigated the form.