CAMPAIGN・NONPROFIT
Social Mobility in Asia Campaign
A two-year multi-market campaign across Asia exploring social mobility and workplace equality, spanning report design, original illustration, social media, events and presentation materials.
ROLE
Editorial, Campaign, Event
CLIENT
Community Business
TYPE
Nonprofit, Hong Kong
Brief
Community Business commissioned a visual campaign to accompany a major research initiative on social mobility and workplace equality across Asia. The project grew into a two-year body of work covering an APAC-wide report followed by eight market-specific editions across Hong Kong, India, Singapore, Malaysia, Japan, the Philippines, Korea and Mainland China, each with its own launch event and localised materials.
MY role
I led all visual design across the campaign from the start, including the original concept, illustration, editorial layout, social media assets, event materials and presentation templates. I was brought into the project early and given the brief to develop a visual concept that could carry the full scale of the initiative across two years and nine editions.
Approach
The ladder became the central motif, a metaphor for social mobility that could be immediately understood across different markets. I developed the illustration from scratch, starting from two reference images before exploring three distinct styles before arriving at the final direction. The chosen illustration was designed to work as both a standalone cover image and a flexible graphic element that could be extended across social posts, event banners and presentation templates. An editorial system built around clear typographic hierarchy and integrated infographics was developed to make complex research accessible to a non-academic audience.
Challenge
The scale of the project meant the visual system had to stay coherent across two years, nine editions, multiple markets and different sponsors per edition. Every new edition needed to feel part of the same campaign while also being locally relevant. Maintaining that consistency across print, digital, social and live event formats over an extended timeline was the central design challenge.
Outcome
The campaign ran across the APAC region and eight country markets over two years, with each edition supported by its own launch event and distributed to sponsors including Citi, HSBC and EY. The visual system held consistently from the first report through to the final market edition, across print, digital, social and event formats.