Seasonal Campaign Editions
Qsquare
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Visual Communication / Creative Direction / Editorial Layout / Typography Design / Campaign Branding / Photo Retouching & Photography Styling
PROJECT
OVERVIEW
At Qsquare Department Store, each campaign was supported by a print booklet catalog that set the tone for the season. These catalogs were not only sales tools but also established the visual direction for in-store displays and decorations.
I was responsible for bringing the visual storytelling to life — from directing photography, prop making, and scene setting to photo retouching. For the catalog design itself, I created the layout and developed the typography, ensuring it harmonized with commissioned illustrations to complete the cover visuals. Each booklet blended merchandise and seasonal themes into a cohesive narrative that engaged customers across touchpoints.
AUTUMN NEW ARRIVAL
Saturday Night Fever
Inspired by Alice in Wonderland, this campaign combined oversized props and styled sets with surreal post-production details — mushrooms, clocks, and flamingos emerging from a frame. I directed the shoot, created the theme typography, and designed the catalog layout to deliver a cohesive, whimsical visual story.
MOTHER’S DAY EDITORIAL
Tokyo Styling
As Qsquare’s second most important campaign after the anniversary sale, this edition featured a Tokyo-inspired photoshoot. I managed to select models ( including colleagues and myself ), style them, set direction, retouch photos, and finally design the layout to shape a refined visual story for the occasion.
CHINESE VALENTINE’S DAY EDITORIAL
Romantic Photoshoot
For Qsquare’s Valentine’s campaign, I directed two sets of visuals: romantic product photography with roses, textured backdrops, and podium displays, and a candlelit dining scene to promote restaurants. From scene setting and prop styling to photo retouching, typography, and layout, I crafted visuals that conveyed the spirit of the occasion.
