As part of Subway’s regional marketing efforts, I collaborated with their Hong Kong team to bring fresh, youthful energy to the brand’s visual presence. My work included menu design (print and digital), social media content creation, and creative localization strategies that kept the brand consistent while resonating with the local audience.
Creative Focus: Global Consistency, Local Personality
Developed localized campaign visuals that adhered to Subway’s international guidelines while incorporating cultural nuances and trendy local cues.
Designed seasonal menu visuals and limited-time product ads for both online and in-store display, maintaining brand consistency across all formats.
Produced engaging social media feed designs—including motion graphics, festive content, and community-driven posts to reposition the brand as youthful and accessible.
Campaign Highlight: “Wrap Up the City”
Conceptualized and directed “Wrap Up the City”, a visual storytelling campaign that collaged Subway’s iconic wrap with Hong Kong’s architectural and cultural landmarks.
Collaborated closely with photographers and stylists to produce campaign visuals that celebrated city life through food, creating a strong visual connection between urban identity and product appeal.
Delivered impactful visuals that stood out both digitally and in-store, reinforcing Subway’s connection with the local community.
My Role:
Visual Design · Art Direction · Social Media Content · Localization Strategy
Tools Used: Photoshop · Illustrator · After Effects · Lightroom
Tools Used: Photoshop · Illustrator · After Effects · Lightroom
All works showcased in this portfolio are the original creations of the designer and are protected by copyright. Unauthorized use, reproduction, or distribution of any content is strictly prohibited. If you're interested in collaboration or have any inquiries, please feel free to get in touch.