Case Study: Mesh Print x Westfield Mid Autumn Festival Campaign
When Westfield Hurstville approached us for their Mid-Autumn Festival campaign, we faced a unique challenge: to create a cohesive design identity that would resonate with the spirit of the festival across multiple digital, print and signage assets.
The brief was clear, but the execution required a deep understanding of the festival's cultural significance. We needed to ensure that our designs would not only celebrate the event but also engage customers effectively.
Solution:
Drawing on research about the Mid-Autumn Festival, we developed an energetic and creative concept that integrated key symbols, colours, and patterns associated with this occasion. Here’s how we brought the campaign to life:
Cart Wraps: We designed eye-catching wraps that transformed the centre’s marketing carts into festive canvases, inviting shoppers to partake in the celebration.
Social Media Assets: We produced both static and video content tailored for social media, designed to create buzz and excitement around the event.
Promotional Tall Boards: To further engage visitors, we installed nine tall boards throughout the centre, promoting various offers available in-store and highlighting the festival’s key attractions.
Eatery Door Takeover: We undertook the design, print, and installation of six window and door skins for the eateries. These featured the main design, ensuring that the theme was consistent and immersive.
Spinning Wheel Decal: We crafted a fun and interactive spinning wheel decal, designed, printed, and installed to draw visitors in and encourage participation.
Strut Cards: We produced 16 strut cards that showcased the festival and various in-store offers, as well as promoting the ‘lantern hunt’ activity that we also designed.
Colouring Sheets: To engage families, we designed and printed 400 A4 colouring sheets that matched the event's theme, giving children a creative outlet during their visit.
Retailer Vouchers: We created 750 vouchers offering special promotions from participating retailers, encouraging shoppers to explore and take advantage of the deals.
Lantern Hunt: We designed and printed 400 maps for the lantern hunt, guiding customers as they embarked on this interactive game.
Other signage: Our team created a range of signage, including column skins, rotating wall panels, cart skins, and circle board decals. Each piece was designed to fit the surface and enhance the festive atmosphere.
Conclusion:
The outcome was a highly impactful, engaging, and vibrant design that seamlessly integrated across various assets and platforms. The holistic approach not only celebrated the Mid-Autumn Festival but also created an inviting atmosphere for the community, enhancing their shopping experience.
By collaborating closely with Westfield Hurstville, we delivered a memorable event that resonated deeply with visitors, leaving a lasting impression of the festival's rich cultural heritage.
In the end, this campaign showcased the power of thoughtful design in bringing people together to celebrate shared traditions, and we’re proud to have played a part in it.
