Challenge
SM City branches play a pivotal role in celebrating local festivals, transforming their malls into vibrant community hubs. These flagship events—Dinagyang in Iloilo, Masskara in Bacolod, Subaraw in Puerto Princesa, and Sinadya in Roxas—are integral to each branch’s identity and aim to position the malls as the primary destination for festival-goers. The challenge was to create cohesive yet distinct visual identities for each festival that reflected their unique cultural flavors, enhanced mall traffic, and strengthened the brand’s connection to local communities.
Audience
The target audience varied across locations but collectively encompassed:
1. Families seeking inclusive and festive experiences.
2. Young adults drawn to engaging, Instagram-worthy visuals.
3. Local and regional tourists looking for cultural immersion.
4. Shoppers of all demographics inspired by festive promotions and events.
The overarching goal was to attract diverse mall-goers while maintaining a culturally resonant approach that celebrated the essence of each festival.
Solution
To address the challenge, we developed a series of Key Visuals (KVs) that served as the foundational creative direction for each festival. Each KV was tailored to reflect the distinct cultural elements of its respective festival while maintaining a cohesive design language that unified the campaigns across branches.
Festival-Specific Approaches:
1. Dinagyang Festival (Iloilo) : Celebrated for its rhythmic energy, the KV featured dynamic waves symbolizing movement and vitality. These elements resonated with the festival’s vibrant street performances.
2. Masskara Festival (Bacolod) : Known for its flamboyant masks and colors, the KV embraced a “bejeweled” aesthetic with intricate patterns and sparkling elements, capturing the joyous spirit of Bacolod.
3. Subaraw Festival (Puerto Princesa) : Reflecting Puerto Princesa’s rich biodiversity, the KV incorporated lush greens, tropical flora, and fauna to celebrate nature’s beauty.
4. Sinadya Festival (Roxas) : Highlighting Roxas’ identity as the “Seafood Capital,” the KV integrated oceanic motifs and seafood-inspired elements to evoke a maritime feel.
Each KV shared a consistent wordmark style but included unique elements to encapsulate the individuality of each festival.
Process
The creative journey began with SM City Iloilo’s Dinagyang Festival in January, setting the standard for subsequent campaigns. Each KV’s development involved close collaboration with the respective branches to ensure cultural authenticity and alignment with local preferences.
Process Highlights:
- Research and Inspirations
1. Conducted in-depth studies of each festival’s history, symbols, and audience expectations.
- Concept Development
1. Created mood boards and initial sketches for client feedback.
2. Balanced local traditions with modern design trends.
- Execution
1. Iterative design refinement based on client inputs.
2. Ensured designs were versatile for multi-channel integration (billboards, social media, activations).
