The International Furniture Fair

Red Apple Furniture is a leading home furnishing brand known for its commitment to design innovation, quality craftsmanship, and modern living. Founded in Hong Kong, the brand has grown into a household name across Asia, with a strong presence in mainland China and international markets.

The Challenge

Red Apple Furniture participated in the 35th Shenzhen Creative Week to unveil its refreshed brand identity. The challenge was to modernise its image with a new look and campaign that appealed to young families while retaining trust from loyal customers. The multi-channel rollout aimed for cohesive communication across social media, newspapers, and lifestyle blogs to maximise reach and engagement.

Solution

My role was to collaborate closely with an external design agency and ensure that all visual elements—both digital and physical—aligned with our strategic goal of revitalizing the brand. I was responsible for managing the overall graphic design and marketing campaign, including event signage, promotional visuals, and branded materials. I oversaw the development of campaign graphics, social media assets, and on-site display materials that reflected our new, vibrant brand tone.

In addition, I coordinated the design and production of branded gifts and merchandise for the event, ensuring they not only represented the new identity but also enhanced visitor engagement at the exhibition booth.

The process

The hand-drawn art piece and creative installation gave the brand a distinctive and approachable aesthetic that resonated strongly with young families and design-conscious visitors.

The 3D print doodle activity sparked vibrant engagement and emerged as a standout feature at the booth, elevating visibility on social media and inspiring word-of-mouth excitement. This campaign fostered online interaction and solidified Red Apple Furniture’s reputation as a creative and visionary brand.

Social Media Publishing Creation

Social media distribution strategy and creative IP dramatically improved brand dynamics cross channels, supporting the success of the brand’s broader communications.

Animated Poster


Designing and producing posters, illustrations, and comics that embodied the new brand tone—playful, modern, and family-friendly

IP Comics

The comic-style content and posters added a friendly, narrative layer to the brand’s online presence, helping Red Apple resonate with younger families and digital audiences.

Click IMG to learn more content.

Innovative Gift Design & Development

Creating engaging New Year gifts for loyal members, including a hand-drawn illustrated calendar and a cute apple-shaped fan.

Branding Designer & Digital Media

> 2019-2021

Skills

  • Branding Design
  • Visual Design
  • Illustration
  • Product Design
  • In-store display
  • Poster Design
  • Promotional & Marketing Campaign
  • Comic creation

Disciplines

  • Contributed to exhibition design, developed marketing materials, painted artwork, and strategised marketing activities for the International Furniture Fair.
  • Collaboration on brand design renewal and marketing strategy transformation.
  • Designed and coordinated the production of cultural products and Membership Gifts, overseeing each phase from concept to completion.
  • Partnered with other departments, store teams, and suppliers to execute impactful store displays.
  • Created of the IP content ” The fun family”

Tools

  • Adobe Creative Suite
  • Procreate
  • Painting
  • Microsoft Office Suite
  • AE