Sweet Beijing
Challenge: Design a marketing campaign for Beijing’s traditional pastries, appealing to both local and international visitors during seasonal events while emphasizing cultural heritage. Solution: Leading an international team and collaborating with Beijing-based design students, I conducted audience research through surveys to shape the campaign strategy. We developed a multi-platform approach featuring a culturally rich ad campaign and a mobile app prototype to enhance user engagement. Impact: The campaign successfully blended cultural heritage with modern marketing, creating an engaging platform for promoting Beijing’s traditional pastries. The research-driven approach ensured strong resonance with both local and international audiences.