For BHC’s outdoor presence at Marina Square, I designed a series of pillar advertisements that transform high-traffic walkways into bold and engaging brand touchpoints.
Located within one of Singapore’s busiest shopping and lifestyle hubs — home to over 200 retail and F&B outlets — Marina Square provides a dynamic environment where visuals need to stand out instantly while remaining clear and impactful . The challenge was to create designs that could capture attention from multiple angles and distances, while guiding viewers seamlessly as they move through the space.
The visual approach focuses on strong hierarchy, bold colour contrast, and clear product messaging, ensuring that each pillar functions both independently and as part of a cohesive series. Given the vertical format, special attention was placed on composition — allowing key elements to remain visible and legible even in motion.
By adapting the design to the physical environment, the execution turns everyday foot traffic into moments of engagement, reinforcing BHC’s presence within the space while creating a consistent and memorable visual experience across the walkway.
For BHC’s outdoor presence at Marina Square, I designed a series of pillar advertisements that transform high-traffic walkways into bold and engaging brand touchpoints.
Located within one of Singapore’s busiest shopping and lifestyle hubs — home to over 200 retail and F&B outlets — Marina Square provides a dynamic environment where visuals need to stand out instantly while remaining clear and impactful . The challenge was to create designs that could capture attention from multiple angles and distances, while guiding viewers seamlessly as they move through the space.
The visual approach focuses on strong hierarchy, bold colour contrast, and clear product messaging, ensuring that each pillar functions both independently and as part of a cohesive series. Given the vertical format, special attention was placed on composition — allowing key elements to remain visible and legible even in motion.
By adapting the design to the physical environment, the execution turns everyday foot traffic into moments of engagement, reinforcing BHC’s presence within the space while creating a consistent and memorable visual experience across the walkway.
