For HAO’s Hari Raya 2021 campaign, I designed a series of promotional materials that brought together festive retail communication with a meaningful community initiative. Beyond highlighting seasonal deals, the campaign also incorporated a Ramadan donation drive, adding a purposeful layer to the overall narrative.
The visual direction balances celebration with sincerity, drawing on traditional Raya elements such as a warm green palette and ketupat-inspired motifs to evoke familiarity and cultural resonance. At the same time, the design was adapted to communicate both promotional messaging and the donation initiative in a clear and cohesive way.
A key focus was on information hierarchy and layout structure, ensuring that product listings, pricing, and campaign messaging — including the donation component — could coexist without overwhelming the viewer. Through careful grouping, spacing, and typographic clarity, the materials remain easy to navigate despite the density of content.
The result is a campaign that not only supports HAO’s retail objectives, but also reinforces the brand’s connection with the community — positioning the promotions within a broader context of giving, togetherness, and shared values during the Ramadan season.
For HAO’s Hari Raya 2021 campaign, I designed a series of promotional materials that brought together festive retail communication with a meaningful community initiative. Beyond highlighting seasonal deals, the campaign also incorporated a Ramadan donation drive, adding a purposeful layer to the overall narrative.
The visual direction balances celebration with sincerity, drawing on traditional Raya elements such as a warm green palette and ketupat-inspired motifs to evoke familiarity and cultural resonance. At the same time, the design was adapted to communicate both promotional messaging and the donation initiative in a clear and cohesive way.
A key focus was on information hierarchy and layout structure, ensuring that product listings, pricing, and campaign messaging — including the donation component — could coexist without overwhelming the viewer. Through careful grouping, spacing, and typographic clarity, the materials remain easy to navigate despite the density of content.
The result is a campaign that not only supports HAO’s retail objectives, but also reinforces the brand’s connection with the community — positioning the promotions within a broader context of giving, togetherness, and shared values during the Ramadan season.
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