Where’s
Wednesday?
Where’s
Wednesday?
A Halloween campaign developed from concept to execution, combining original illustration, campaign visuals, themed cocktails, and spatial experiences.
A Halloween campaign developed from concept to execution, combining original illustration, campaign visuals, themed cocktails, and spatial experiences.
DRAFT LAND XINYI — HALLOWEEN 2025
DRAFT LAND XINYI — HALLOWEEN 2025
PROJECT OVERVIEW
An experiential Halloween campaign built around visual storytelling, translating the character of Wednesday into a cohesive spatial experience.
THE CONCEPT
Finding
Wednesday
Finding
Wednesday
The concept translated the mystery of Wednesday into a visual and spatial narrative, using recurring motifs and environmental details to create a cohesive experience throughout the venue.
The concept translated the mystery of Wednesday into a visual and spatial narrative, using recurring motifs and environmental details to create a cohesive experience throughout the venue.
The concept translated the mystery of Wednesday into a visual and spatial narrative, using recurring motifs and environmental details to create a cohesive experience throughout the venue.
VISUAL DEVELOPMENT
VISUAL
DEVELOPMENT
VISUAL
DEVELOPMENT
Building the
Visual Language
Building the
Visual
Language
Building
the
Visual
Language
The visual system was developed through original illustration, typography, and recurring graphic motifs, creating a consistent identity across both campaign materials and the physical space.
The visual system was developed through original illustration, typography, and recurring graphic motifs, creating a consistent identity across both campaign materials and the physical space.
LIVE ACTIVATION
LIVE
ACTIVATION
Bringing the
Campaign to Life
Bringing the
Campaign
to Life
The campaign came to life through a live Halloween activation, where the visual identity, themed details, and guest interactions came together as one cohesive experience.
LIVE
ACTIVATION
Bringing
the
Campaign
to Life
The campaign came to life through a live Halloween activation, where the visual identity, themed details, and guest interactions came together as one cohesive experience.
CAMPAIGN TOUCHPOINTS
CAMPAIGN
TOUCHPOINTS
Extending the Identity
Extending
the Identity
The visual identity extended into physical touchpoints, including themed cocktails, stickers, and branded details, creating a consistent connection between the concept and the guest experience.
The visual identity extended into physical touchpoints, including themed cocktails, stickers, and branded details, creating a consistent connection between the concept and the guest experience.
CAMPAIGN
TOUCHPOINTS
Extending
the Identity
The visual identity extended into physical touchpoints, including themed cocktails, stickers, and branded details, creating a consistent connection between the concept and the guest experience.
Campaign-day sales
Campaign budget: Equivalent to 3.4% of campaign-day sales
Campaign budget: Equivalent
to 3.4% of campaign-day sales
CAMPAIGN IMPACT
CAMPAIGN
IMPACT
Measured Beyond
the Visuals
Measured
Beyond
the Visuals
NT$1.18M
NT$1.18M
Above sales target
+39%
+39%
Event-day visitors
+35% vs. previous Halloween
1,683
1,683
ABOUT ME
ABOUT ME
Visual designer and illustrator working across brand, campaign, and spatial experiences.
Driven by concept, atmosphere, and visual storytelling.
Visual designer and illustrator working across brand, campaign, and spatial experiences.
Driven by concept, atmosphere, and visual storytelling.
INQUIRIES
Projects / Collaborations
Projects / Collabs
INSTAGRAM ↗
INSTAGRAM ↗